"The rest of this article is nothing more than a ton of thinly veiled fallacies, slippery slope and appeal to emotion the least of the two."

I agree, and it's a pity that's the route chosen, because the point about what kind of atmosphere it creates is enough to carry the argument. It isn't hard to emotionally read that dialog as "Please select who you are more loyal to: A. Facebook B. Your friend C. I just can't decide! D. Why are you asking‽"

I can't imagine that in the longterm this is a gain for Facebook, even if they somehow squeeze a short-term bounce out of this.

(Though I can't help but feel that both the advertisers and Facebook may be overestimating the value of "really" reaching the real "people" they think they are. So very, very much behaviour information leaks into every minute of interaction with Facebook regardless of whether you are in your "real" account or not that I bet the ad algorithms still mostly work even on the "fake" accounts.)