At first blush, this seems cheesy, but it's the wave of the future. Pieces of dead people are going to persist more and more on the net. The pieces will become more and more interactive and eventually dead people will outnumber living people on the net. Sounds strange, but that's the trend.
It's just hard to get the tone just right. Obviously, they need to handle dead people's pages somehow. But they don't want to look like they are profiting off of it, either. They certainly don't want to seem like they are "memorialising" the deceased just as a way to keep getting ad impressions for someone even after they are gone.
But technology may not wait for human protocols to catch up. It would be very easy, for instance, for me to write a program that visited various forums and posted jokes. This bot could run in the cloud. In fact, people are already doing similar things.
Right now it's just static content, and content owned by one service, so we can look to that service for some kind of decorum. But as more computational power gets controlled by individuals, this content will become more dynamic and more fluid. Then it's kind of hard to know whom to, er, blame.