Facebook Home weakening OEM differentiation

I don't quite understand why Samsung would weaken there brand by introducing support for facebook home, especially on their flagship devices.

Samsung have been differentiating themselves using Touch Whiz, and their devices are now recognisable due to that iconic experience (I am not debating the quality of that experience, it's not to my taste).

To allow Facebook to overlay their experience on your device weakens your brand, and commoditises their product.

I have a feeling that they may only bring FB Home to mid-range devices.

HTC are grasping at straws, and are backing any and every horse.