It's material if the FSF isn't putting up a "Google is evil" page on their website and handing out "Don't google me, bro" buttons, like they are doing with Facebook.
The FSF seems to think it's better to attack Facebook with ideological ad corporatio arguments, rather than concentrate their resources on educating people about how to their services intelligently. Facebook isn't sharing anything about me that I don't want them to know. And I understand that if I'm not paying for it, I'm the product. So I don't give them my address or my phone number or my cat's nickname. And that's what I tell every friend and family member on Facebook. I don't tell them that Zuckerberg is "evil". The FSF has tried that before with other companies and you'd think they would have figured out by now that it simply doesn't work.