Mark only cares because the IC is, in a way, damaging his brand by plainly revealing the dangers of centralized services.
The hypocrisy is Facebook's repeatedly sneaky approach to "permissive" marketing. While Facebook will never have a gitmo or "enhanced interrogation program," that doesn't excuse their complete disdain for user's privacy such as actively tracking the movement of users across the web, for example, data they most definitely didn't volunteer.