The issue is not so much that this particular group of people think about what is acceptable. It is that people who don't think that behavior like this is acceptable are significantly less likely to amass as much power. Not just that, but they are also less likely to be listened to, because they are not successful enough.

Being ethical is competitive disadvantage and we live in world that values winning over competition and having financial success way more then it values being ethical.

Yes, its an ethics issue. I don't disagree that Facebook have stepped over the line. But we have to face the truth of the matter, which is that our society encouraged them to do so - and allowed it to happen - and is continuing the slide down the slippery slope towards totalitarian oblivion. Facebook isn't going to fix that for us, nor would it be fixed if we nuked the Facebook campus from orbit, to be sure.

Which is why I think there has to be an ethical, and technological means perhaps, by which we can enact the social change required to bring us out of this conundrum. Just the way that social change was brought about by culture revolution, itself the product of some small incident perhaps, we have to find that means. I don't know what it is, but I start now to think of what a 'decent' social network would be like .. don't you?