A Mozilla employee once put it a lot better: "privacy is a currency for which the user doesn't know the exchange rate". We are buying a service from Facebook, and we pay in privacy without really knowing how much we are actually paying.
You using Facebook basically creates value for you and others, including Facebook itself.
Isn't your second point supporting the claims of the article?
The article claims that you are working for free to make facebook money (which - at least to me - implies you deserve a kick back).
The bridge example is to show that things not being used are always worthless, so saying that Facebook only has value because of its users is a pointless statement. A bridge not being crossed is also worthless.
Sure people are using Facebook to get some value, but the value they are getting is nothing compared to the land owners value.
Also, the users of Facebook are the 'product' not the customer(advertisers are the customer).
