The French Laundry is a very niche product, which Facebook is not. I think a more apt analogy is suggesting McDonald's to include more "healthy" options or a coffee bar because the competitors do it and it's a successful business strategy.
This seems like an extreme way of thinking about it. Maybe they like taking/looking at/sending the pictures, but between work, summer camp, soccer lessons, making sure everyone's fed, etc, they just forgot to book a session, and seeing the ad reminds them to do it. In this light, it seems like a great thing for both sides of the transaction.
This is true for a company sponsored Green Card application, not H-1B visa.