I think that they are showing everyone that it is ok to overly promote something that is not entirely relevant from a trusted website. I give up on google webmaster because they don't like people doing things like this but I guess it is ok for google to do it.
I think that Google should not mix social things with their traditional search. They should develop a social search page like they were formerly doing with Twitter feed (Google Realtime) but for some reason they shut it down.
I wonder what facebook are thinking.. Hmm! I am going to ask this question soon