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Liking does cost me something.

It alerts everyone that I'm friends with that I "liked" something.

I'm not going to go around handing out likes for things because it will make me seem annoying and not genuine. I also don't want to represent myself as someone that likes Wal-Mart or Samsung unless those are things I actually like.

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I handle this slightly differently in that your recommendations are not publicly browsable, and should they become so then that will be disableable by a configuration option. I very much want to use it as a method of exploration, rather than advertising.

It also costs you information about yourself that you give up to say, facebook. While its value is probably tiny and arguably hard to convert into real currency it still cost you something. Very little, but something.

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