Brands, too, can take advantage of Facebook's knack for spoon-feeding relationships into users' laps. If you're into e-commerce, or have a site that invites users to engage with it in some way (such as YouTube), registering for free with Facebook Connect means friends can see what users are buying, uploading or otherwise doing on your site.
this level of information sharing is what burned facebook a few years ago, but the concept is dead on. handled correctly, the ability to show _prospective_ buyers/clients the names and ideally testimonials of friends and/or business associates is an incredibly powerful sales incentive