It will happen if FB have to suffer financial consequences. GDPR will help, but we need companies to understand that personal data is not an asset, they are also liabilities.
You are probably right. I would be curious to see a review from a lawyer on the AUP that users agree to. Some things can not be waived in certain jurisdictions. Otherwise people may have given permission and ownership of some of their data to FB to do with as they please.
