Somehow this is supposed to entice human beings. From the NY Times:
Every time they glance at their phones, at the supermarket checkout line or on the subway to work, they will effectively look at their Facebook pages.
“It’s going to convert idle moments to Facebook moments,” said Chris Silva, a mobile industry analyst with the Altimeter Group. “I’m ‘liking’ things, I’m messaging people, and when ads roll out, I’m interacting with them and letting Facebook monetize me as a user.” (Bits blog)
I would like a world with more human beings who by definition would refuse to be monetized.