[tsurantino]

I think this is really a consequence of the effect that Facebook is having on the web.

Facebook is a looming spectre of sorts. Normally, we would use a web browser/computer to view the web and network, but Facebook has such a broad mission and reach that now brands reduce their exposure to Facebook pages. Facebook has such a broad and commercially internalized reach (so many people know about Facebook now) that for the consumer, it's just easier. To a certain degree, the concept of a "website" is disappearing. This may be extreme though.