The story for Facebook is the interference with elections and the political process, which has implications for everything from taxing sodas to the potential for nuclear war.
The reactions are different because the events are not really directly comparable.
Whereas the Facebook story has been driven in part by the fact that Cambridge Analytica is using the data for the purpose of manipulating political campaigns (possibly illegally for US politicians, since they're a foreign interest).
Also, note that for all the noise, Facebook has yet to suffer any significant legislative consequence.
For me the difference is that I feel like Equifax was just negligent carelessness, while the Facebook situation was more intentional on their part.