"birthday slam could very well be a way to invigorate a part of facebook that is wholly useless besides its sole purpose (which is to remind to of friends' birthdays), and spin it off into something that is much more - - something imaginative, something with incentive, prizes, points you can earn, and so forth."
Given even this of your own observation/opinion, it makes perfect sense for FB to acquire ASYI.
A (currently) $3M company that can "invigorate a part of facebook that is wholly useless besides its sole purpose" is a drop in the bucket and would be money well spent to further enhance the overall user experience.