> Facebook's button seems to be perceived as more user-friendly than the unknown button on someone else's site, even if the unfamiliar button was designed to be less hostile than Like.

I expect that Schneier's blog is one of the best places to start reversing that common (and understandable) perception. Given the pervasive nature of fraudulent sites focusing on Facebook, one can't blame the users--but shifting their frame of mind from "fraud is bad!" to "tracking/other invasions of privacy are bad!" is overdue.