The point they're making is that if facebook didn't insist on mining everyone's chat histories, they wouldn't be in hot water for having to comply with bullshit search warrants. This is a solved problem in the tech space, they just choose profits over the safety of their users and now they get to reap the PR rewards.

I fucking hate apple but the model they're taking is to take reasonable steps to frustrate state level actors (minus the CP photo upload thing) and as such have set a standard that needs to be followed.