I guess I'm just a cynic but my take away from this was "regular users of Facebook get so good at ignoring ads that you can literally put pictures of their own children in an ad and they'll still take forever to notice"
Evil, but possibly effective.
Also, facebook is always tweaking what you can do on ads, business lines are always rising and falling on that platform.
When you view any sort of "group" on Facebook, Facebook will randomly (or maybe not so randomly) show one of your friends if your friends are in that "group". Quite effective and clever.