Then much of modern business is unethical. What facebook is doing isn't very different from what newspapers do, what tv networks do and what much of tech does.
What do you think ABC, NBC, CBS, etc does? What do you think nytimes, washingtonpost, npr, etc does? What do you think google/youtube does? Even NPR sells "ads" to their corporate sponsors for "donations".
> for the data collecting they have pioneered and continue to do.
You are giving facebook far too much credit. They didn't pioneer anything. They are just the best at it. The business model that facebook excels in certainly predates its existence ( google did it before facebook ) and on a broader scale, predates facebook by decades.
The point should be that facebook should be forced to simply state what they are doing and collecting to each new user and the user should decide whether they want to use facebook's services or not.