It is just a repetition of the "Use AOL Keyword "ID4" (for Independence Day).
Walled gardens for the less technical savvy have been the norm. Outside of the hacker/coder/geek culture, has it ever really been different? Prodigy -> AOL -> MySpace -> Facebook
I agree, over the years we've seen this type of thing again and again. I tried to explain to my mom once about the concept of a browser and that the IE icon on her desktop was not the Internet. After a while I gave up after realizing she was perfectly happy with her misconceptions about what the Internet is.
It's only a matter of time when something else will replace Facebook as "the Internet". These things work in cycles.
Walled gardens for the less technical savvy have been the norm. Outside of the hacker/coder/geek culture, has it ever really been different? Prodigy -> AOL -> MySpace -> Facebook