Facebook has this policy backwards. Why should facebook enforce trademark issues at all? If someone registers a Coca Cola page Coca Cola should sue that person and the courts should force the person to give up the account, Facebook should not be involved at all.
If someone leases a building and starts a business and puts up a sign that says Coca Cola, Coca Cola wouldn't contact the landlord about the sign they would just sue the owner of the business.
If what you are saying is that every Page on Facebook should clearly specify the name and address of the person who created it, then "maybe" (there are still a ton of reasons why it should be in Facebook's interest to protect their users from scams); as it stands, Pages on Facebook don't even link to the profiles (which themselves could be fake) of the people who administrate it unless it opts in to that; so, the idea that I should start lawsuits with the four ass-hats who were impersonating me on Facebook last week (one of which had well over a thousand fans and was answering questions as if he was me and trying to lead people through his content farms for ad revenue) is somewhat silly.
Not that I disagree with you, but I wouldn't be surprised to see a business act like that (e.g. contact the building owner). I almost expect it anymore, with the 'shock and awe' legal approach that is so prevalent.
If someone leases a building and starts a business and puts up a sign that says Coca Cola, Coca Cola wouldn't contact the landlord about the sign they would just sue the owner of the business.