Smart piece raising questions as to brand management on FB timeline based on some of last year's memorable/infamous episodes. For example, here's one excerpt from the fast company.com article:
"...Or what would Netflix include when it raised subscription prices, or when it introduced (and then killed) Qwikster? Timeline creates a new opportunity to worsen bad branding fallout, whether from embarrassing revisions to a brand's Timeline or from jarring absences (e.g. if all the Timelines of the recession's major culprits--AIG, Goldman Sachs, Citigroup--were coincidentally blank from September 2008 until the companies paid back their TARP funds)..."