Wish I could agree with you on this one, Andrew, but I don't. It seems right--we don't want to be rude or pushy on social media. But the bottom line is that calls-to-action in social media work. The data is not on your side. I would cite numerous references from Zarrella's recent Science of Marketing. Social media is a competitive marketplace. When people like your page, I see nothing wrong with offering them information to insure they get all your info.
When I have clients that are trying to sell goods and services on Facebook, I recommend this strategy, especially given recent changes to EdgeRank that can exclude content on pages that people have already liked. The trick is to keep the eyeballs, not just get them.
Fans will ignore bad content. Fans ignore your stuff if there's no call-to-action. The key is finding the right combo of promotion to utility. This idea is in the "throw out the baby with the bathwater" category to me. I see your point, but I wouldn't give this advice to clients.