What I find amazing is that as Honan “liked” more and more things he began to see less and less person updates. I guess it makes sense. Facebook bubbles up things it thinks you’re interested in and combines those updates with marketed posts. On average with Facebook I wouldn’t be surprised if you’re seeing more non-person updates than the other way around.
The infection of friends’ news feeds is probably the more surprising aspect. An area ripe for trouble-making no doubt.