netmeg - 8:28 pm on Jun 25, 2012 (gmt 0)

How does anyone think that could result in ads served which are relevant to any sites subject matter ?

It won't. That's the old model. The new model is interest based. If FB (or Google for that matter) served ads based only on subject matter, I'd be out of business. Ads targeted to audience, not targeted to sites, that's where we're all heading. And Facebook probly has a better shot at that than Google, at this point.