It is brilliant, but that doesn't make it right. Facebook needs to recalibrate its moral compass. There are a lot of really good people working there, so I don't think it's an untenable problem; facebook hires good people regularly (I don't think I know anyone at facebook that I don't consider a good person, actually). But, there seems to be a disconnect about the badness of chipping away at users privacy for the benefit of advertisers and facebook. Facebook has definitely done enough things to make me mistrust them as a company since I've been a user...so, I don't share a lot with facebook, and I'm moving toward sharing less. My pictures are at flickr, and will remain there, for example.