But I willingly give my data to Google - they have (for some reason or another) kept my trust. Facebook broke my trust with data I didn't know they had collected.
1. Those who actively use Facebook and willingly tell it everything about their lives
2. Those who actively use Facebook and unwillingly tell it everything about their lives (who don't know what data it collects)
3. Those who once actively used Facebook
4. Those who have never created a Facebook (or WhatsApp or Instagram) account
The real issue is, FB likely has as much private data about group number 4 as group number 1 because of their shadow profiles (which they euphemistically refer to as "future Facebook users"). And their current or past employees seem to be a little too conveniently blind to this matter. See here for e.g.: https://news.ycombinator.com/item?id=16676720