It appears so. This is amusing to me -- because when I was involved in a startup setting 2 years ago, I remember distinctly having conversations with my coworkers about the frequency of emails we were sending. We argued against sending too many emails because it would waste the user's time, it wasn't right, etc. And in the end we followed through - we were very mindful of not bothering our users with anything other than what is very necessary and important. But Facebook et al. have more of a 'fuck the user' philosophy and they seem to be faring well for it. This is very much a trend, little players are playing strange tippy toe games while the big players selfishly and shamelessly mess it all for everyone.