After all a company that has 600 million users has a responsibility to make sure all these people are not put in harm's way. Just imagine how Mark Zuckerberg's feelings could get hurt if even one of his users ("the dumb fucks") were to be taken advantage of by some evil, data greedy, ad funded search behemoth.
And isn't it completely obvious that Facebook, unlike other major Internet companies, has no interest in tracking users? What on earth could they possibly do with that tracking data? Sell targeted advertising? No no no, Facebook isn't _that_ kind of company! And doesn't their track record of honesty and openness speak for itself?