Yep, they really do get it, but the fact that it makes money is pretty much the only good thing about this new version of spam.
I would happily share meaningful (in game context) things, and I think those would convert better anyway.
Do you think you're an average person?
Do you think the average person would respond "yes" to that question?
On average, perhaps yes
Most of us hate this kind of stuff. I know I do. It's super annoying. Furthermore, as a game developer, it would kill me a little bit to "sell out" like that.
However, this is why Zynga is worth a bazillion dollars. They understand the power of "virals". Have you ever talked to a Zynga employee? "Virals virals virals". They are one of the few companies who really understand the power of converting social pressure into profit.