Let's not forget the intent of this article- Facebook is screwing page owners and real fans of the page over. Like used to be "Become a Fan". And a page owner used to be able "Send updates" to fans. There are lots of us who had tens of thousands of fans, who actually were fans. But "Fan" became "Like" and "Send updates" disappeared, and slowly posts that were shown to most of your fans were now showed to almost none. Through all these changes and monetization products Facebook has diluted it all to the point it's become useless.

They're hacks and cheats. There are other ways they could have done this.