It's not so much that they care about the moral impact of their actions, as that society might backlash them if they're not too careful. Large != untouchable.

I wish I'd thought of a better word to use than "morally," though, since it didn't quite capture what I meant to say. I meant, people being upset about their actions is hard to quantify.

Ah, I can agree with that. Facebook probably does consider its actions from a moral standpoint if only to calculate the outrage potential.