No more than a mall sells customers to the retailers it contains. (With the caveat that, with Apple, customers aren't allowed to shop at another mall.) The mall (app store) may let retailers advertise via kiosks and banners etc, but that's basically keyword advertising, not selling personal information.

Providing a marketplace like this might loosely be construed as "selling customers" but it is in a massively different class of less abusive behavior than how facebook sells customers.

They also sell search result placements on the App Store, which is making the already poor search function worse. The whole "services as the next growth segment" concept is a possible slippery slope for Apple.

This is absolutely what this is about. Regaining control of the app store as a discovery of apps. Everyone should realise this is apple's actual goal here, not the privacy rhetoric. So in a way Zuck is right.

Facebook through extremely good targeting has turned into the no 1 app discovery tool. This is a fact. This is not to Apple's advantage. They need the app store control for the future of the iphone.

This is simply a way to regain the control. It's the only goal.