Facebook Exchange: a step too far?

I'm sure most Facebook users have heard or noticed, that Facebook are able to cater the adverts they think are relevant to you from your likes/dislikes internally within Facebook. Last month the news leaked that Facebook is currently testing and will soon be launching a Facebook Exchange. This being a real-time bidding ad system where users can be shown adverts related to their browsing externally to Facebook when they return to Facebook. Why? Basically because Facebook will earn more money from their advertisers as they will be giving more direct and relevant ads that could have a bigger impact on their viewers.

Obviously, the decision to implement the exchange into their site has caused some bad press for Facebook as users are increasingly concerned about privacy issues. Should Facebook have a right to our browsing history externally to Facebook? Also, Facebook is a social network site to connect with family and friends, do we really want more ads taking up our screen, we don't use Facebook for this, so will we even take notice of them?

Would love to know any ones thoughts.

Also, heres some interesting articles/blogs on the subject:
http://www.entrepreneur.com/blog/223849
http://www.bloomberg.com/news/2012-06-13/facebook-to-debut-real-time-bidding-for-advertising.html
http://www.highervisibility.com/blog/facebook-exchange-bidding-system-to-launch-soon/

Jade