[Aloha]

Facebook is not, nor has ever been a charity for its users benefit - anyone presuming you can operate a business (or a successful anything) with no cash flow is deluding themselves, advertising is a free and easy way to get cash flow.

The users freely give their personal information to Facebook for the benefits they obtain from it, its well disclosed what Facebook is going to do with that information, and Facebook gives you a modicum of control over how that information is presented to the general public.

I don't know what more people expect.