Facebook, like Microsoft before it, chose to pitch their new Home interface as people-centric. That's in contrast to the app-centric approach of Apple's iOS Springboard, and other platforms before it dating back to Palm and Newton. To emphasize the difference, and in hopes of selling it to the masses, Facebook has released a commercial of sorts. And... I'm not really sure what vibe they were going for. It seems to land somewhere between the original Palm Pre lady and Google's give-us-all-your-kids-stuff on the creepy scale.
The Facebook not-a-phone is targeted at people for whom Facebook is the primary purpose of the internet. If you're one of those people, chances are you're already okay with Facebook getting all up in your information in exchange for socially sorted communications and connections, I don't know how this commercial helps make you feel good about giving them that level of trust. If you're scared of Facebook and don't want their tentacles anywhere near your life or loved ones, I don't know how this commercial helps move you from that opinion.