I fully agree.
In general when big names start making noise about something like this, it means they have already over exploited it, and abused it to the extreme that it will hardly work for anyone else.

After all, why they will handle the Golden Goose in a silver plate to you? think about it.
If you make money using Facebook, will you disclose how you do it to every one?

So, the key issue is to watch what they do, not what they tell you to do…

Regards,
JP