It turns out that that Facebook's new Beacon social advertising program wasn't as opt-in as originally portrayed. In fact it became an "I can't op-out" nightmare for Facebookers as they discovered that their purchases were being broadcast to their network without full permission. My original post , based on the reports that this was opt-in, suggested this would be an example of Darwinian marketing. Great brands would be hailed peer-to-peer. Likewise, crappy brands would get equal airplay. Wrong! This wasn't opt-in at all. It was just mass marketing at its worst. So in the end the principles of Darwin turned on Facebook itself which this week, after howls of protest from the community, apologized and announced major changes in the program.