He's marely saying that compared to when social media didn't exist, it was unthinkable to have people exposing others to what they were doing and with whom, what they were eating and how it looked, etc.
He's absolutely right. The social norm HAS changed.
Now, do I think it's good to use user data like Facebook does? Well, it's a business. It might not be ethical, but are companies that sell cigarettes, alcohol, guns, etc. any better (or potentially any better)?
We need to stop complaining about how evil Facebook is, and start talking about personal responsibility. People need to understand what they're doing, it's not Facebook's fault if people don't know their data will be used for advertising, like it's not a tobacco's manufacture's fault if the user doesn't know cigarettes give you cancer.
You don't like how they use your data? Stop using Facebook! End of story.
No one is complaining to the manufacturer about how cigarettes give you cancer demanding a safer alternative, you just smoke at your own risk.
Personally, I don't smoke, and I don't use Facebook.