With Facebook We Can now Comment on Anything.

Facebook unveiled their newest advertising platform this morning and I have to admit that after months of poking fun a their attempts at monetization, this one is decent.
If you have Facebook now, you know that you can comment on almost anything: pictures, someone's wall, their status, etc. Facebook is going to let everyone comment on your ad which in turn, will show up in their newsfeed along with the name of your brand. It's like Beacon, but without the evil bits.
What I think the challenges are:
1) Who is going to monitor all of the comments? Surely, there will have to be something in place to keep hecklers and inappropriate comments at bay. From my experience with user generated comments, it can be quite a workload.
2) Will brands allow negative comments to be posted? Right now, I have a lot of brands concerned about negative feedback online, this opens the door to negative comments much, much wider.
3) Will people want to comment on brands and more importantly, does a comment from a Facebook-er mean a meaningful engagement has really been made? Does commenting on an ad really mean anything?

It will be interesting to watch this one.

~ Caitlin