If you look at every individual decision one makes it's rarely ever malicious. The reason to limit government power isn't necessarily because the government currently is bad, but that over a long period it sets a bad trajectory.
Every decision must be evaluated based on its long term trajectory. For example, giving a benevolent government unchecked powers will actually produce short term efficiency gains. But given infinite time, and the fact that it only takes one Hitler to fuck things up completely, it reasons that giving a government unchecked powers will inevitably lead to that scenario.
In Zuckerberg's case, regardless of his motivations, his plan will most likely have short term benefits. It's unfortunate because that's a great selling point. Unfortunately the net neutrality precedent it sets for the long term is bad, and just like Nazi America with a government with unchecked powers, letting Facebook do this is equivalent to giving them a monopoly because such an action will inevitably converge in abuse at some point in the future by integrating over the individual benevolent actions over an infinite amount of time.