I think it's more that they are just starting to advertise the same way that all other companies do. More and more they're evoking emotional responses from the ads' viewers, rather than listing technical features and productivity measures.

Apple was probably one of the first, really. Look at the early Macintosh ads: https://www.youtube.com/watch?v=zCL1c8JCepg

I, for one, thought the video was pretty well done. If I had a Facebook account that I frequented, I would certainly be interested. Hell, it makes me a little envious of people who have genuinely interesting things pop up on their Walls (do such people exist?).