Businesses like that have no right to exist if their business model depends entirely on the invasion and flagrant abuse of privacy. Even if we assume that these businesses exist thanks to facebook, the ends do not justify the means. The economic value added doesn't offset the privacy violations. It doesn't "make up" for it.
> Facebook's access to user data should be curtailed significantly, and sadly, businesses likely will suffer. There doesn't seem to be a good, evident third option just yet.
There doesn't need to be a third option. Facebook and businesses who rely on such granular data, which is able to be gathered only by massively violating privacy, can and should pay equally massive penalties and/or be wiped out.
Yes, people are behind those businesses, and rely on data collection/tracking for their livelihoods, but honestly, they deserve no sympathy. They can get a job at Subway instead. The ends do not, and have never, justified the means.
Whatever apple can do to drive a stake through the heart of Facebook (and goog and others, honestly), is a positive.