First it labels them "suggested posts":
But after you tag one as spam, it admits the truth:
Dear Facebook staff: Yours is a big company, with lots of expenses. You user base is huge, but agile. We could jump ship over the course of a week. You are steering the ship towards the sinkhole that swallowed Friendster and MySpace. It wasn't how great Facebook was, and it wasn't how bad they were, that made us switch. It was how much better Facebook was. We are chomping at the bit, knowing that all somebody has to do to beat Facebook is offer the same features without the creepiness/trust issues factor.