Unknown or known, is it worse or better than what others are doing and have been doing? Companies have been designing Facebook campaigns and other online efforts for quite some time, it's an enormous arena out there.
What about this?
http://online.wsj.com/news/articles/SB1028069195715597440
Kind of dishonest but still pretty common. Is it within your personal or any sort of general moral framework?
Or this one?
Forcing your advertisements on user generated content and/or claiming the revenue of others. This is sort of the other way around in some ways; Microsoft pay youtubers to promote their product while Nintendo demands payment from people promoting their products.
This whole Microsoft debacle is based on something old and widespread, I can't see how this is morally worse than hiring actors to pose as tourists or trying to grab the money made off of someone else's work. The world loves to see Microsoft as the massive and evil conglomerate incarnate but they're not actually worse than most other giants; they're just not as good at subterfuge (or; they don't care as much about public perception), or at least this is the case in their gaming sector.
