I think transparency is the key. They want to hide what they are doing from everyone, and make it hard for those who want to maintain a high level of privacy to do so.
Everybody seems to find out what they’re doing. And the best way to maintain privacy is on your own side of the keyboard. I enjoy FB but I have no illusions that anything I put there is completely public information no matter how I my settings are tweaked, so I don’t put anything on there I wouldn’t tattoo on my forehead.