It is just a repetition of the "Use AOL Keyword "ID4" (for Independence Day).

Walled gardens for the less technical savvy have been the norm. Outside of the hacker/coder/geek culture, has it ever really been different? Prodigy -> AOL -> MySpace -> Facebook

I agree, over the years we've seen this type of thing again and again. I tried to explain to my mom once about the concept of a browser and that the IE icon on her desktop was not the Internet. After a while I gave up after realizing she was perfectly happy with her misconceptions about what the Internet is.

It's only a matter of time when something else will replace Facebook as "the Internet". These things work in cycles.