I'm paraphrasing Winston Churchill in reference to the bad news for lazy marketers that Facebook recently issued.
Among the notes is one to the effect that [brands] must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion.
This is good news for me, in my parallel role of Chief Prevention Officer, as it's one less gimmicky tactic that I have to chase round and try to stop.
'Gentlemen, we have run out of Like buttons.
Now we shall have to THINK'
Thanks to @iboy for the prompt