I'm with Icey, 'liking' doesn't have to be a way for people to feel more popular and validated, although it's true people do treat it that way. It's more a way of promoting what you enjoy and getting other people to see it. Big brands pay a lot of money utilising the 'like' system. Every time someone 'likes' or share something from AGS on Facebook, it can only be good for AGS, so why not make that easier by implementing it on the site?