Possibly, but they could also choose to enforce copyright claims on people who can pay. Or maybe facebook just doesn't care about my meme pages and wants to purge them so I spend more time looking at branded content.

The porn industry has been doing this for a while. I remember about 4-5 years ago were services available to content producers that scanned tube sites and newsbins for copyrighted content. You had to pay for it though (SaaS, they wouldn't sell the code). It was somewhat of a racket, because the people selling the detection service were also running the tube sites that were condoning piracy.

It's amazing how the porn industry is often on the front line of technology. They rarely get any notice though.

Does it predate content ID on youtube? I suppose the difference with ContentID is that it's free to file a claim and it's limited to youtube and not multiple tube sites.