The idea of doing a public campaign over this is so myopic that I cannot fathom the thinking about it. Who’s going to rally for Facebook? Did they really expected Apple to change this? The ad should scare investors much more than Apple’s move.
They can’t hire people with good ideas anymore because as we know money isn’t a great motivator (and besides, there are more ethical companies within 10 miles paying as much or more than Facebook). They can’t hire good people anymore because their mission is naive and their reputation precedes them.
HR industry would like you to believe that, but it's an intentional bastardization of the original research by Kahneman and Deaton (1), twisting their words to fit their cost cutting agenda. The original finding states that past a rather high threshold (~$75k), additional raise alone is an insufficient motivator. Below that threshold, money alone works just fine as a motivator. Above that threshold, pay hike still enhances other motivators.
In Bay Area, I agree that ethical concerns likely dwarf money. $120k/year in Europe would let them scrape the creme de la creme, despite near universal dislike among tech-crowd.
(1) https://www.pnas.org/content/early/2010/08/27/1011492107.abs...