Just because someone doesn't use Facebook doesn't mean a business shouldn't take advantage of it's many benefits. What better way to reach potentially millions of customers? That's like saying, 20 years ago, "I read the morning paper every day and look at the ads. How dare these businesses advertise on this new fangled thing called the internet!" Doesn't mean you need to stop reading the paper but you've also gotta realize that a business needs to use the most effective forms of advertisement. While "good old friends talking face to face" may be enjoyable, it's certainly not a very effective form of advertisement, compared to a social media site or a hobbyist forum.
