Controversial Timeline?

http://www.dailymail.co.uk/sciencetech/article-2093811/Facebooks-controversial-timeline-feature-supported-just-users.html
Accessed 15th November 2012

Facebook timeline exposes a person and companies full history for everyone to see. (if your privacy's allow). "tell the whole story of your life on a single page" Mark Zuckerberg. The survey used in by Daily Mail was carried out by internet security firm "Sophos" and surveyed 4000 facebook users. 8% of them said they liked it however 51% were worried by the new layout. Is this just because people are scared of change? Whats with the wrong with the old layout?

With the large cover image at the top, this is the first thing the viewer sees. Allowing for whoever the user is to set the scene of their life company from the first look at the site. 

But my question is, did facebook design itself for brands/companies use?

The article continues on about Timeline Apps, for example the spotify apps will post what song you listen too, one by one and so will sites like netflixs and other online services. Is this just allowing facebook to build a more in-depth pictures of the users to sell to the companies wanted to target them with advertising?