[eksith]

This situation is slightly different IMO. I'm not saying ignorance is an excuse, but the "Keep Calm..." ads are manufacturing the offensive product.

That company was actively engaged plagiarism and product is the trite rehash. The FB company wasn't selling the image per-se, but merely appropriating it for their service. If they were selling copies of Rehtaeh Parsons' image as a product itself rather than an uncredited and, as far as they're concerned, anonymous image of a girl to help them push the service, then they would be comparable.