Well the sponsership messages show up in the posts that go out to news feeds, assuming you don't uncheck the box that asks you whether you want to saved changes and other actions to publish for your friends to see it.
While these messages seem like a convenient way to monetize Catbook and Dogbook, the presence of the sponsorship in posts might make users think twice about whether to share activity on walls and news feeds. That in turn would limit of these apps.
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