Tom,
Thanks for the detailed information on your setup. Do you have any other Open Graph plugins enabled? Specifcally, my guess is that you have the Open Graph - Content plugin enabled. Since you have a custom object being defined on content too, JFBConnect may be getting confused and not think the action is really associated with your custom object for that article.
Can you try:
* Disabling all other Open Graph plugins, except custom since that is defining both your object and action and try again.
* If that works, enable all other Open Graph plugins, except content, and try again.
* If that works, enable the Content plugin *but* order it to be lower (higher number) than the Open Graph - Custom plugin.
Let us know if any of those steps help any and it will help us figure out how to proceed.
Finally, for the "Open Graph Tags" box in the custom object you created, you can add special tags specific to that page there, like the ingredients in your recipe, cooking duration, or whatever you want. Those fields should also be added in the developer area on Facebook, but we do something similar in our video. The ns: syntax isn't available yet though, so you'd need to add them like:
myappname:ingredient=beans
myappname:ingredient=rice
myappname:cook_time=30
That's a little more advanced, so I wouldn't deal with that until you get the action going, but wanted to explain. Those fields can also be added directly in the article text with our tags, like:
{SCOpenGraph myappname:ingredient=beans}
Lots of flexibility, hopefully not lots of confusion
I hope that helps,
Alex