Today I was on Facebook and happened to like a story from Buzzfeed about the LinkedIn duping of this week. My friend Pam Moore shared the story on her profile as a link, not from the page, and when I clicked “Like” Facebook immediately prompted me to Like the page with a neat little pop-up that I have never seen before.

What’s more interesting is the timing of this. Earlier this week a an article from Digiday that makes the claim: Many publishers are realizing Facebook won’t offer much salvation. Sure, it still drives plenty of traffic, but those numbers aren’t growing as fast — and in some cases, they’re going in reverse. Given a choice, a publisher would much rather have someone sign up for an email newsletter or even follow it on Twitter.

With more and more publishers creating unique experiences on-site or even on microsites, it’s clear that more news orgs are moving away from Facebook alone. Claims of diminished reach by all Page owners doesn’t help their case either.

Is Facebook working to help publishers build more audience? Or are they creating more noise by trying to funnel all content into their system?

What do you think?