Why complicate it? Morality is upto the individual entity whether it is a person, or a business, or a govt-body. For example, I believe there are still 'dry' counties in the US. They have decided that a no-alcohol policy is the morality they want to have within their town. I say fine, and I can accept that or move or try to change it... totally up to me. And as long as their morality does not infringe upon my rights to have my own morality, and that is certainly the case with this Facebook example, then it's all good.
There's quite a bit of difference between corporations and people which means that granting corporations "personhood" is quite... crazy, IMO. In particular, almost all corporations are (almost by definition) asocial, don't care about what their peers think of them, etc. etc. They're basically sociopaths. Besides that they are (when big enough) effectively invulnerable to judicial sanctions, etc. etc.
But we allow this to happen across society. The Catholic organisation, for example, has it's own morality. And it is completely accepted that you should not join that church if you do not agree with that morality.
> But we allow this to happen across society. The Catholic organisation, for example, has it's own morality.
That's true, but the Catholic church only imposes it's will on Catholics. It may certainly try to influence non-Catholic people towards its views, but... let's just say that it's been met with "limited success".
The problem with (large) corporations is that they have the power to impose their wills almost without regard.