I bet FB has noticed that 1) people want to see more posts from the folks they follow, not brands, and 2) lots of people are using adblockers.
More a scare tactic than anything else.
Let's just all keep on pressing that "don't have an ADblocker? Report an issue" link on the bottom of the first screenshot
I wouldn't be surprised in the least if Facebook started wrapping a random 10% of your friends' posts in <div class="bannerAd"> or something like it for the sole purpose of making your experience worse and being able to truthfully say this.