Interesting post (the other Facebook one as well). It's indeed hard to see whether this attempt will succeed. The cynic in me notes that (a) this depends on people being willing to give up some amount of privacy, (b) Facebook and Google are competitors, (c) as you note this linking strategy is more important to Facebook than to Google (d) AND to other media outlets more than to either of them. So, one can see the current campaigns promoting privacy as potentially driven in part by PR campaigns undermining a competitor. Hey, I'm old and cynical. In my defense, I was young and cynical, too.