In addition to everything else, they've been saying that their new advertising model involves sponsored stories showing up on your newsfeed, and arranging and highlighting the timeline so that paid stories show up (and in fact, they already have paid stories labelled as such showing up on their pages occasionally).
I don't trust a company that turns my friends into shills. It's slimy.
I use facebook because it's convenient for keeping in touch with friends and keeping up to date with events. I don't like it or trust it much.