OK, this is interesting. I don't think this is people turning their nose up at it, just because [insert endowing authority here] is somehow seen to have endorsed it. Apparently someone actually did something wrong here...

If it's the case they should be held to a higher standard simply because it was academic research, it's seems like a terribly inconsistent position to take. But if true, then FB walked right into it, and all we can do is shrug.