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Did you just get cozied-up to the idea of Facebook’s Timeline? Does it seem like every time you’re finally settled-in, Facebook comes up with yet another change?

Well, you’re not alone! And it seems like the “if you can’t beat them, join them” motto might be a good one to adapt at this point. Facebook is now pushing users to use their Facebook.com email addresses. How? They’re replacing your old contact email with a custom Facebook.com email address!help computer

With constant rearrangements, format changes and the recent launch of Facebook’s “Timeline,” many users are finding it hard to keep up. This Timeline change (that many users are still unaware of) is irritating users across the globe.  Forrester analyst Nate Elliot explains “They’ve got an email service that no one is using. This is a way of encouraging use — it’s just a rather crude way.”

Basically, Facebook’s team has taken it upon themselves to auto-fill and/or replace every users contact email address with a new “Facebook email.” This address with direct emails to the “Messages” section of your Timeline  and can be found in the “About” section under your Contact Info box.

Once filled with preferred Gmail, Yahoo and Hotmail email addresses, the “About” section is now revamped with Facebook.com emails. Facebook defends the change in a statement, saying that because we find that many users find it useful to connect with each other, but using the Facebook email is completely up to you.”  Facebook also added that the login emails have not changed.

Once filled with preferred Gmail, Yahoo and Hotmail email addresses, the “About” section is now revamped with Facebook.com emails. Facebook defends the change in a statement, saying that because we find that many users find it useful to connect with each other, but using the Facebook email is completely up to you.”  Facebook also added that the login emails have not changed.

The email changed was pointed out by bloggers over the weekend and publicized this week. The reveal led to many complains and gripes from users, most commonly via social media.

While the change may be bothersome to some users, it’s surely beneficial to Facebook! By hiding other email addresses, Facebook can further hook it’s already captive audience and promote the use of Facebook.com to encourage users to communicate more onsite—meaning a better opportunity for Facebook to target ads based on the conversations via this new email platform.