I'm sure they're not dumb, but it's not obvious to me why it's a good idea. Would you like to enlighten us? Because no one else here seems to have any idea either.
AFAICT it's not much different than Beacon, which was very quickly abandoned by Facebook after a huge backlash (and lawsuits). If it is different then I'm curious why.
Also, do you work at Blippy? Just curious... most of your comments here have been about Blippy.