This is so true.
The way they are acting I feel like with people inclining towards "ethical" side of the spectrum leaving facebook and the culture is going to shift more and more into unethical.
Well depends on what you define as the beginning period.
I'd pinpoint the shift from 'ethical-ish' to 'unethical-ish' at about the time they changed feed from 'friends' to 'relevant for you' which is basically 'what our bidders want you to see'