This blog's author has a page at http://cd34.com/facebook/ which explains that the idea is a joke to get media attention:
"Please set your profile picture active prior to 9am EST December 11th so that I can do a quick check and submit the article to the 'news media'."
For information about Facebook product launches, you can follow our official blog at http://blog.facebook.com/.
Also note how shitty the "upgrade to facebook pro" image is. There's no way that Facebook would release something like that.
Take a look at the font of "facebook" in the images and compare with the header bar - 2 distinctly different fonts.
Edit: Also notice that all of the accounts reporting seeing it on their friends are brand new users.