The difference is that Nestle sells me a product, but with Facebook I am the product. (If I had a FB that is)

I quite simply dont want hardware owned by Facebook in my home. I liked the OR, probably would have bought one. But consider the data they scrape from you on their website, compiled with data from the hardware they now have in your home, and you become the new innovative advertising product that Facebook needed to stay alive in the advertising world after _just_the_website_ didn't give their clients what they wanted anymore.