one person that I think that uses Facebook well is Jason Moffatt. Clearly FB is not his landing page or primary source of selling "stuff." He is focused on building relationships with an emphasis on adding value and keeping his facebookers up to date in his life. Then once in a while he makes suggestions about products in a subtle way.

I could see Frank Kern doing something similar on FB if he wasn't stepping back to focus solely on the big fish.

I realize not everyone digs their style. I like it. Its real. They seem to understand that regardless of the medium used (FB, salesletters, videos) its about selling in a way people can relate to.