It's more than just posting on Facebook, it's partnered with ustream. Like its own little pvr

"Speaking at today's Sony event, the PlayStation 4's lead system architect, Mark Cerny said players will be able to hit the "share" button on the PS4 controller, scan through the minutes of a game they've played, pick and tag the segments they want to upload, and the video will be uploaded while the player returns to the game"