I don't see what their number of likes has to do with bots clicking on their ads.
If true, Facebook should really have anti-fraud measures in place for this kind of thing already, and if they don't, the size of the company in question has no relevance to that.
timaelliott, I can't respond to your comment so I'm responding to its parent. Your account has been hellbanned as of 9 days ago here: http://news.ycombinator.com/item?id=4272758
The huge market represented by the "long tail" of small companies is the reason FB is valued so highly. It is (supposedly) much bigger than the GMs of the world.
Because they are not related. You can use them just as you would with Google Adsense. Obviously you can get a lot of free advertisement and edorsement with having people "like" you on Facebook, but that is beside of the point.
And the click scam, if true, will take away the only way for Facebook to monetize the product. Marketers are not stupid, things like this spread like wildfire.