This will be much better for the site as a whole. In general the quality of content on Facebook could definitely be improved. It could be more strategic and harder working for brands. More relevant and “on brand” – less of the generic “Hit Like if you are happy it’s Friday” posts. More valuable and rewarding to the fans and just more considered overall. In my experience the amount of time a marketing manager will spend making sure that the artwork for a press ad is perfect, or the edit of a TV ad is bang on, is in direct proportion to the amount of money it is costing.
So maybe if Facebook requires an investment, more time will be invested in creating a better page and Facebook will keep going from strength to strength.