But, think about the small local restaurant that you adore - I would be both willing to associate myself with them and recommend them to my friends because I would like to see them thrive and I would like to give the tip to my friends who would appreciate it.
While I'm not sure how successful Coke will be at getting friends on Facebook I think there is a huge potential for small and medium size businesses. And, in much the same way that Google's AdSense was successful as opening up direct marketing to small and medium size businesses, I think Facebook has the opportunity to do the same thing for brand advertising -something most small businesses cannot afford to do in the physical world.