(via Facebook Begins Testing Friend Filters in News Feed [PICS]) Ok seriously why cant these changes be batched together. How is this going to effect brands… I dont have anything solid but my hunch says that these changes are, for the first time, user focused exclusively. I am not sure there is anything happening other than a potiental loss for brands. It could be a major plus for brands that have localized content, however, I am not sure why a brand would want to reduce impressions. Its 2011 people travel. For example if I so choose, I could be in New York tomorrow night. Therefore a post about a local party in NY might be relevant to me. Facebook has issued 15 minor, but noticeable, changes to the site over the last 2 months. They are averaging an extra few every week.