Heh, I also thought that Beacon was fake too. Sometimes, reality is stranger than fiction.
Alex3917, had a really good post on this. He basically said that as FB becomes more and more desperate for revenue, they'll try more and more audacious ways of selling your personal info. So I don't think this parody is that far off at all.
At any rate, it definitely took me a minute to realize that this was NOT real.