I founded BUSINESS HANGOUTS, a business add-on to Google's Live Streaming platform (YouTube Live, and Hangouts on Air). I sold it recently, after reaching 1.7M users in 2 years.
What I just said proves at least 2 things:
1- Businesses DO NEED a live streaming solution, kind of next generation webinar solution, to engage with their prospects in a much better way than traditional tools, and in a controlled, secure, sometimes private, environment.
2- Most existing streaming platforms, such as Facebook Live, Periscope, YouTube Live, Hangouts on Air, etc, are not built for businesses, since they don't generally offer, privacy, security, lead generation (email collection), etc.
Facebook is definitely pushing Facebook Live aggressively.
One comment above was about using FBL for brand creation (not lead generation or sales), but then what's the point of the "live interaction" if you can't control/invite/know your audience? A live experience is great but it can also impact a brand's reputation negatively by improper comments or questions from the audience. I think, we generally don't like that in a business context.