[joatmon-snoo]

At the very least, this is a good first step. Certainly, there are a lot more ethical questions to ask than are raised in this post (although I do think a lot of the questions you raise fall under the questions they suggest in their post, they just flesh them out more, e.g. (1) and (2) are intrinsically tied to the second-last question).

But culture is a serious thing, and managing it is hugely important for how a company handles big-picture issues, rather than simply letting them get tossed about in the waves. It definitely seems a bit late in the game for Facebook to start doing this - they passed startup scale years ago, and they've had some very big fuckups (c.f. News Feed experiments) - but it says something that they're stepping up to the plate to acknowledge this now, especially in the public eye.

I wonder what the discussion about this is like internally. I haven't had a chance to ping anyone I know there yet about this.