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It's a business, and the hype machine is an important part of that business. Getting your customer to engage in any meaningful way with your product before its release has a huge impact on sales. Liking their page on Facebook puts them in front of more prospective buyers, and builds anticipation. It isn't unethical, and it's not dishonest. It's marketing, and fairly smart marketing, while being pretty innocuous at the same time.
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Did you just say something relevant in OD? Hold on I have to sit down.