Generally with digital and Web things, everyone just mimics what others are doing.
If you visit news sites, for examples, the popup ad has returned in a big way.
Then there are those links at the bottom of the story that go to entertainment/celebrity/weird news. Most news sites have them.
The latest annoyance is the promo for a sometimes-related article that flows in from the lower right corner of the screen when you reach the bottom of the article.
So, it's no surprise that others want to take the Facebook approacch.
Don't worry. Something else will come along soon enough, and the industry will shift to that approach, which guarantees to be just as annoying.
I think it's known as best practices, rather than coming up with an original idea that is logical and doesn't irk your customer.