Re: "Plenty of other users don't feel comfortable giving the firm their personal information"
The entire point of FB - and subsequently the core of their business model - was a way for real people to connect, and re-connect, with each other. If you don't want to connect under your real name, use one of the million other websites out there which don't care.
No, the entire point of FB was to abuse the inherent social nature of human interaction to milk people for their personal details in every way possible, neatly skirting privacy laws by asking your FRIENDS for details about you (or just outright taking it off you by making it "easy" to integrate address books etc) instead of asking you directly to which privacy laws apply. There is no benign motive for FB. It is straightforward about getting as many personal details off you as possible for profiling - at least they stopped with abusing people's names and pictures for product endorsements.