Advertising Age reports that the next generation of Facebook ads will be based on what pages you say you like (the modern version of the old fan page). You'll see ads based on what you like but your friends will also see ads based on who you like. So if you're a fan of Stephen King, Facebook will figure there's a good chance your friends are too or that they could become consumers of King-related stuff because they like you and trust you. It also works on check-ins, your friends will know you went to a certain store and they'll get ads for it. It's a logical extension so it shouldn't be surprising but it's also another case of Facebook using your personality and your friends to sell you stuff.