Not to mention, it's probably less useful.
I am actually okay with the privacy I give up when using Google Now, for example, because being passively informed about things I'm getting shipped to my house, about traffic conditions to/from my house, etc. is nice. Giving up privacy seems justifiable in those instances.
But FB suggesting restaurants, I just know that there will be money exchanging hands. FB being FB, will extort small business owners into paying them hand over fist to get considered for suggestions to the user.