This image was lost some time after publication.

You probably didn't watch the video. So you might have missed the part where Owen Van Natta, Facebook's chief operating officer, told Kara Swisher that users will be able to opt out of the site's new Social Ads and Beacon ad network:

Users have the opportunity to opt out of having any of this information distributed that they don't want to. It's part of the product today. If you are getting an action that is occurring on the site, you have the opportunity to determine whether you want that shared with your friends or not. If you're receiving those actions in your news feed and other places, you can determine whether you want to receive those from people or not. If you're coming from other sites, you get to opt out of that before it gets sent to Facebook and then again once it actually is at Facebook.