Facebook's hooks are my relationships. Leveraging relationships in order to drive engagement isn't problematic in itself; that's just the business Facebook is in, and I accept that by using the site. But there are ways and means. Facebook's all too often feel so tone-deaf it's insulting, given the special nature of the content I've entrusted to them. Safety check's radical over-inclusiveness is an example. And the rates they charge even the nonprofit fundraisers - that strikes me as just shameless.