U.S. Facebook users should start seeing Facebook’s new App Center when they log into Facebook via the web, Android app, or iOS apps. Facebook’s new App Center is less of an “App Store” and more of a central location for Facebook users to discover new apps. In reality, it’s just a way for Facebook to keep users in Facebook or using Facebook integrated apps.

It’s really not a bad idea from Facebook’s perspective, however, the number of people becoming fed up with needing to sign into apps using a Facebook account is steadily increasing, and with this latest push by Facebook for more integration, I have a feeling it will have more of a negative effect overall.

Those who are constantly within Facebook’s framework, whether it be via the web or mobile apps, may find the new App Center a great way to discover and play new apps without ever needing to leave their Facebook abode. Since the App Center isn’t an “App Store,” it will have no effect on Google’s Play Store or Apple’s App Store.

It’s a service I feel is really aimed at getting developers to integrate Facebook into their apps. With the App Center, Facebook is essentially dangling their millions of users in front of developers like a piece of raw meat in front of a pack of hungry wolves.

As for you users out there, you can now get personalized recommendations, browse the apps your friends use, preview the app and view feedback, as well as send any app you find on the Facebook’s web client to your mobile device using the “Send to Mobile” feature (If a mobile app requires a download, you’ll be sent to install it from the Apple App Store or Google Play).

The App Center is launching with just over 600 carefully selected (Facebook integrated) apps and includes major players such as Draw Something, Pinterest, and more.

The App Center will begin rolling out to people in the U.S. today, and will be available to everyone in the coming weeks.

• SourceFacebook