Seems like their business model was destined to fail. Especially when people figure out that FB were doing things that the people may not want them to do. Such as collect personal and semi personal information and sell it to large companies.
When the product is free, you are the product.
HBO cancelled Westworld but I am thinking about Season 3 (sorry for spoilers) where the entire world is connected by devices that are giving the people only bits of information that “the man in charge” wants them to have in order to control their decisions. Even the criminals, which are harder to control, are being controlled by an app that pays them to commit the dirt that “the man” wants done or which otherwise contributes to a predetermined outcome.
So people willingly give all kinds of information - their name, age, spouse, locations, sex, interest and hobbies, career, jobs, everything you ever searched for or looked up - should not be surprised that this information is used in the attempt to influence your future decisions and behaviors.