Seems to me that FB still is what you make it, to a certain extent, of course.
I have, say, 85 contacts. Some are on my restricted list and I've removed from my Newsfeed. For some I receive updates only once in a while. Then there's a few closer friends who are part of an exclusive list w/ an all access pass to my stuff and my Newsfeed is set so that I receive every update from them.
I also have a bunch of subgroups - people from Montreal, people from Quebec, Musician buddies, etc... These sub-lists allow me to browse by specific groups of friends and have a custom newsfeed from them.
Same w/ companies - some I want in my list of "likes" so that I can easily find and contact them if needed, but I've removed from my newsfeed altogether.
If a friend of mine started promoting stuff on FB and it annoyed me, I'd just unsubscribe from them.