The problem is: suppose they weren't making a profit on the hamburger and so serving the turkey was the only way they knew how to make profits. But also suppose that it would be quite hard for customers to switch to Burger King.
Then you have characterized something of the paradoxical condition of the Facebook. Making money while accumulating ill-will.
Facebook and Twitter both have the problem that they have to justify the amount of investment they raised, and both are doing things that are unpopular with their community (users for Facebook, developers for Twitter) to make a bigger business than the original things that got them popular can sustain.
However, it has always been much smoother at the apology business than Facebook now seems to be.