Wow, you don't use facebook. Good for you, But 500 million other people in the world do. That makes it a fairly big deal, love it or loath it. And as you so rightly just pointed out, this may in turn affect the way everyone else does business.
For me it didn't change my behavior, but that's not the point. I think the fact that Facebook may emphasize the search functionality more does mean something. As you know there's this thing called affordance.
That said, this is somewhat interesting to me for 2 closely related reasons:
1) I like to know how the "big boys" think and it's entertaining to see the moves they make competitively.
2) Since the "big boys" are so influential, the moves they make could in turn affect my business decisions in the near future.