If it isn't obvious, announcements like these are purely PR. Once the general public starts reading the stories like "Facebook is agile and uses open offices", they begin to associate the experience of their Facebook iPhone app with the result using agile and open offices. They then ask their boss why their CRUD accounting/finance/analytics app can't look and feel like FB and then those bosses (the CRUD vendor clients) put pressure on their vendors (such as IBM) to change or they're going elsewhere.