The one part I don’t understand is that the behavior we are complaining about with respect to the URL is a change.
That’s correct. When Jetpack Publicize was released, all updates were created as links, because Facebook didn’t offer any advanced options when publishing an update with an app. So all your posts looked like someone sharing a link.
But a few months ago, Facebook made a lot of improvements to the Graph API, thus allowing app developers to push custom updates to Facebook. There are a few examples here:
https://developers.facebook.com/docs/opengraph/creating-custom-stories/
These custom stories are more visible in Facebook’s newsfeed, and are well integrated with Facebook. For example, if you were to publish a post using the Image Post Format, that post won’t appear to be just a link when published on Facebook; a large version of the image will be available, and it will look a lot more like a picture that would have been directly uploaded to Facebook.
Here is an example (shameless plug, I love sharing pictures of my daughter ?? )
https://i.wpne.ws/V1TS
This format is more visible on your friends’ feed, and drives more Likes.
Facebook still allows the app developer to define an external URL and a title, but the app name is always displayed:
https://i.wpne.ws/V1Wv
Other apps use the same format, but with other custom actions, like “Check-in”:
https://i.wpne.ws/V0sS
https://i.wpne.ws/V1WL
It’s obviously preventing a lot of people from using that feature. Currently I enable Publicize for Twitter and G+, which do more or less the right thing, and publish links on FB by hand.
I understand that this format cannot fit everyone’s needs. But I’m afraid you’ll need to create your own app to be able to use a custom app name and app link in your updates. Facebook doesn’t offer any option to customize the app name and link for each update. These values are unique for all updates pushed through your app.
I hope this clarifies things a bit.