I agree that FB is trying to sweep back the tide, here. But they probably think they have to at least pretend to be making efforts to sweep back the tide. They don't want to go the way of Yelp, where the reviews were not only inaccurate and gamed, but so obviously and widely known to be inaccurate and gamed that the average internet user avoided them. A pretense of authenticity is what they're shooting for.

Now, whether even that is in the long run tenable is an open question, but at least they think it might be.