The Next Web, via All Facebook, reported today that Facebook is encouraging advertisers to link back to Facebook pages (as opposed to their brand site) through a significant discount on ad sales. 50% to be exact.

In light of last week’s kerfuffle between Google and Twitter regarding Google’s recently launched Search Plus Your World, this is an interesting move on the part of Facebook. In comparison, Facebook’s move seems much more organic and subtle. While some accuse Facebook of perpetuating a “Walled Garden,” others see it as a natural progression. Why wouldn’t Facebook reward advertisers for inherently social campaigns?

Google’s move seemed to kick up a lot more dust—in part because of said quibble with Twitter that overshadowed much of last week’s CES. But mainly because of accusations that Google has stripped privacy by not allowing users to opt-out of personal data showing up in Google search results. You can toggle between social and non-social search but many argue that this isn’t good enough. And further the argument with the assertion that it’s not so much “social search” as it is “Google social search.”

We’re curious to hear what you think. Just how objective do you want your search engine to be?