Converse has well over 40 million Facebook fans, the majority of which feel very passionate about their brand. They also have an awesome product in Create - with which anyone can design their own Converse (just like Nike iD, but for Chucks). 'Made By' enables those fans to design custom Converse, open their own storefront, invite their friends and sell their designs - all directly through Facebook. And for each sale the store owner gets paid in Converse.
So the fans of a brand become it's retailer.