Facebook Ads are becoming more and more Sponsored Stories - effectively friend-endorsed Facebook Pages or Posts. I love the concept (friends vouching for a particular brand, discussions, offer, etc). The ad units are enjoyably familiar (only appear if friends support it) but lack calls to action. Here is a good example - an ad surrounded by people I know and for a page that is relevant to me (golfing):

But what's the call to action? Visiting the page? That is strikingly un-Facebook... in fact, it seems more AdWords-like. Where is the integrated Like and Share buttons? And where is the language to at least give context to Feherty is (other than something my friends like)?

It is a reminder to set context and create actionable units / content. While this specifically applies to ad units, it is a relevant reminder for all product, content, etc.