Most likely Zuldi probably wants to keep their own user experience, inventory, CRM etc. Using Square doesn't allow them to keep control of their brand.
Recently, I've been treating Facebook the way Flipboard intends to be used. I use it for news directly relevant to me (because at some point I liked certain websites so that I would get their updates). I find that they provide more relevant content to me than my "friends" do. A brand that uses their Facebook well, with an interesting image and grabbing headline, is a link I will click on.