http://gizmodo.com/facebook-goes-to-...ers-1785026311
Looks like the arms race is just beginning.
Was about time someone started with this 
That just opened more volume and an additional channel for FB advertising.
To win, facebook (and any other ad network) will have to make ads both visually/textually/programmatically indistinguishable from normal content.
This is a great piece of news for affiliate marketers, because its how we prefer to advertise anyways, with our flogs and farticles and whatnot.