I think it's different for company-branded things. If you're proud of where you work because you think they impact the world positively[1], that's very different than being proud to broadcast that you paid $$$ for something.

[1] - It's easiest to imagine for this exercise that you work somewhere unquestionably positive, like a research group that just cured cancer and then released the cure into the public domain or something else that doesn't have Facebook's baggage.