Only focusing on Facebook's scandal shifts attention away from the real issue, which is tracking on the internet in general. Most people aren't aware of the extent to which they are sharing information.
It’s by bringing the actions of popular bad actors to light that we’ll raise awareness to the rest. People need something tangible that they see is affecting them, and Facebook’s scandal is just that.
What usually happens is that the one "bad actor" gets turned into a "bad apple," convincingly repents, is renamed, or is dismantles, other companies have a quiet period during the media frenzy to avoid being the next focus, then continue with impunity.
If focusing on facebook brings legislative changes, then good. If focusing on facebook just punishes facebook, who cares?
Everyone. Punishing one single bad actor (and one of the biggest, at that) is indisputably better than punishing zero. By having one answer by the consequences of their actions, the others see the same can happen to them.
The math is simple. A bunch of little people against multiple tech giants. There’s no way the people have a chance to deal with all the giants at once. One at a time, maybe.
Even if it's just Facebook, it's a step forward. You can't expect to take down all internet giants at once.
We should be asking, how do other companies share their data? How much info does someone publishing to each app store get? What do third-party vendors on Amazon get? What do advertisers get?
Also, how much did direct marketers already know before the Internet came along?