Facebook set to become a bona fide market research service?

According to econsultancy.com, Facebook is going to try its hand at market research. According to The Telegraph, Facebook executives at the World Economic Forum in Davos have been demonstrating a market research product that "will soon allow multinational companies to selectively target its members in order to research the appeal of new products." Talk about bang for their buck, every company would salivate at the opportunity to target specific individuals based on age, sex, etc. But will Facebook lose members with their devotion to marketers?