We, as people here both on HN and people in the tech world take for granted the fact that we both know and understand how our systems work (mostly). We know that companies package and sell our data, that if something is 'free' the real subscription fee is what they collect on us during each use. But there is a significant population that simply doesn't know, think it's too much of a 'conspiracy theory' or don't care.
My parents, as much as I love them, are absolutely hair-tearingly bad at anything related to computers. They've had issues with scammers and Microsoft phoning them up so that they can upgrade their computer's ram. When I tell them about what kind of things Facebook does, they don't understand. They don't get why their data is so valuable ('well so what they get my phone number not like it affects me') and a lot of the time they have trouble understanding what they actually do.
Breaking stories like this is not necessarily surprising no, not to us. But it raises awareness and makes people wonder what companies actually are doing with their data. I doubt it'll result in the bubble that is Facebook finally popping but opportunities like this are always great times to pull aside your family and let them know why things like this matter. And in this current environment people are hyper-aware of things like this possibly more than ever before.
So I don't think the argument should be based around normalizing this sort of behavior by Facebook and other companies but rather revealing it to those that might not be aware.