The title should be that Facebook apologizes to its _customers_, not its _users_. Its customers are people buying ads, not the users using the social network. As the saying goes, if you're not paying, you're the product.
Am I a product of the Oracle DBs behind the websites I use for free?
How about credit cards? Isn't the merchant and issuing bank the customer there? As long as I pay off my monthly balance, it's free for me.
My Facebook data is worthless. ONLY in aggregate is FB data valuable, and only if it is kept mostly secret from their customers (advertisers).
The more FB data you're using, the less you know about me.