While I agree that it looks bad on the outside, the lack of Facebook Likes should be taken into context.

The number of ARR posters I've seen offline: 0
The number of player IRL who know ARR is coming out that I hadn't talked to before: 0
The number of online advertisements I've seen without being specifically on an FFXIV related website: 0

Even the media event is small, confined mostly to people who are in the industry. They don't have a lot of time, but 25 companies will be introduced to Beta in EU... in all of the EU... The media event in the US seems even smaller.

So actually 70,000 likes seems pretty stellar given how little press (and the press it has gotten is negative much of the time) this game has gotten.