They are presenting their data to us in that fashion, so what specifically is morally questionable about it in your opinion?
And after say look how many likes we have (cuz many people only gave a shit because of the ~free stuff)
Liking a Facebook page was not a requirement to enter the giveaway. If you look at the section that shows the giveaway design, the only requirement was to enter your email address. The page they see after they enter contains the social options which are optional to complete.