For those who didn't click through to the NYT article: a guy is surfing on Amazon, sees a product for sale, a 55-gallon drum of 'personal' lubricant (which might be the smallest size they sell at Costco), clicked the "like" button and wrote a funny comment. Next thing you know....
This is actually an exemplar of a FB Sponsored Story, which i believe was introduced via the Ads API not too long ago.