Ever since Facebook announced its new Social Ads program, I've been stewing on it. For me, it's at once both fascinating and horrifying. I kept trying to organize my thoughts about it well enough to put a nice little bow around them, but it just isn't happening. So instead, I'll just rattle off some of my various impressions. Then you tell me: Creepy or Cutting Edge?

1. Congratulations to Zuckerberg for saying out loud the thing that most people still try to pretend isn't true. At the news event launching Social Ads and other advertising projects, Z said, "Once every hundred years media changes...The next hundred years will be different for advertising, and it starts today." See folks, media IS advertising. I'm appalled at the thought, yet sort of proud of him for just saying it.

2. That said, Social Ads is insidious, yet brilliant. Yesterday, I finally got some thoughts together about why social media can be so powerful for nonprofits. My main message: amplify your authenticity. Oddly, that's just what Social Ads is all about, too -- except that you might be endorsing things and not even know about it.  Creepy.

3. It does seem to me that if we had a hybrid of Causes and Social Ads, we'd have something pretty powerful to work with. Cutting edge.  But do we want to play a game with these rules?