The problem is not at all that they're making money.

The problem is that they've decided to extract value in a way that leaves me no choice about how to pay them. I've certainly gotten plenty of utility out of Facebook, but I'm not willing to pay for it with my privacy! Frankly, I'd much sooner pay for it explicitly, in exchange for a privacy guarantee. (Although, it's debatable how much that guarantee would be worth, given Facebook's history.)