I posted about this some hours ago as well and most commenters see it quite positive - I would say either an intelligent marketing move to prepare his own solution, no matter how this might look.

On the other hand FB says they are after scammers so there could be some ads still running in the crypto field. If really all the scamming guys there are wiped then this is good because it builds trust into crypto currency as a whole when people do not get their sales bullshit messages but the good ones survive.