SWG had the same thing. Alongside the meatier topics they had games/puzzles/questions of the day/giveaways etc. Exactly like TOR's Facebook page has been doing for months now.
The problem imo isn't that these questions get asked on facebook (as some actually find it fun to participate) but why-oh-why don't they also discuss the game's direction, long term goals, story content past chapter 3 (if it's really on the cards). Nothing terribly specific even but some inkling about what the heck is going on right now. The fluff is fine. Many people like fluff. However in addition to the fluff some nice game intel would be nice. Be it on FB, Twitter or swtor.com.