Perhaps Facebook hasn’t quite mastered the art of expectation management the way a company like Apple has. There’s a fine balance that has to be struck between ensuring ample coverage by pre-announcing a big, staged event and overplaying your hand by making a fuss when what you have is probably more suited to something more casual. Maybe a press release, a surprise launch, and then time for cake. The new features include ways to manage groups of friends. Obviously some of your Facebook friends are closer to you than others, and perhaps you want to cordon off your innermost clique.