> Smartphone users with bandwidth-capped data service are likely to be particularly annoyed by this, given that Facebook plans to roll out the video ads to both the browser-based version of its service and its mobile apps.

I'm one of the most ad-tolerant people I know but this is a terrible idea.

I still use FB, but less and less, and the day they serve an auto-playing ad with noise is the day I quit.

Unfortunately, most people don't care. That's why we have stupid "punch the monkey" and "free pointers" etc ads.