Groups of people are capable of collectively "good" or "evil" choices, and we often regard collective decisions in moral terms.

I'd argue that Facebook has made a lot of decisions that exploit users in pursuit of making more money and acquiring more personal data -- and that we don't have to be happy a technology platform with a lot of promise is now tied to a company with a record of making such decisions.

I won't welcome a Facebook platform in to my life the same way I would a standalone piece of technology, precisely because of the kind of decisions made by Facebook.