I agree with you that this strategy can be useful for some, like retailers, as you mention. However, my opinion remains that it is not as effective a technique as a brand would wish, for the reasons I cited, particularly in how it overlooks mobile users.
And as Mari Smith mentioned in reply to the post on my website, for the mass of brands on Facebook who do not have a sound social media strategy, by encouraging this strategy to be used in a "willy nilly" fashion without the caveats, it could be do more harm than good, particulalry if it is implemented with priority over posting content that is valuable, insightful, helpful, etc. That's not to say call-to-actions aren't a good thing.. I totally agree that they are, but perhaps not always in this instance.
That said, I do take your point, and it is something in hindsight I would have liked to expand and clarify on in the original piece :)