That was my first thought when I read this last night, and it was like a gut punch because I'd browsed over to reddit's /r/oculus to see what cool new things were being worked on...and was instead greeted with the subreddit imploding about the news. It leaves a bad taste in my mouth thinking that to use the Rift step one might be logging into your Facebook account (potentially always online). Ugh.
Reddit is very telling right now, Palmer answered loads of questions and is being dishonest by essentially promising that stuff like facebook logins won't happen. Obviously he's no longer owner of the company, he's merely CEO who can be let go by the majority share holders (facebook).
He's ducked all the questions about facebook branding right now, and he's been very active otherwiser, so it's fairly safe to assume that this is in the works. He did answer questions regarding advertising and said that's up to the developer and they would have to suffer the consequences if they wanted to put ads in their games.
This all leads me to the prediction that software will become closed source, they'll integrate an advertising technology into the software and develop an API for it, now when game developers are looking to develop games with Oculus support and they're looking through the API documentation, see that they can enable ads by simply setting:
Facebook_ads = True
Facebook will supply ads across their ad network, credit the game developers their share and take their own cut. It will mean huge incentives for game devs to just sell out...
I say all of this because Oculus isn't just a piece of hardware, it can't be, simply by how it works, you need to pre-deform the games rendering so it looks correct through the Oculus lens', that means you'll be required to use their software to get this working and all the ad networks, spying and other rubbish they'll cram in there.