I think this is a good lesson to those that try to make a quick buck by specializing in something as goofy as Facebook business pages. Whenever you rely on something proprietary, you are always taking a risk. Including it as an add-on service is fine. Building your whole business model around it (as a developer) is asking for trouble.
From a customer standpoint, I think I like the change. I haven't looked at too many of them yet, but the American Express one is a nice example.
Social media is about being social. It's not about selling your products. That may come from being social (building trust with customers, establishing a brand, etc.), but if you try and circumvent that step... well... it doesn't build trust. =p