Earlier quoted context omitted.
It seems like Dalton was under the impression that he was rather explicitly threatened with being denied access to the Facebook platform through a change in terms of service, in a way that is critical to his business. That's a strong-handed negotiation tactic for a supposed business infrastructure provider.
Strong handed and entirely legitimate.
Deception is occasionally a necessary tactic, but it would be insane to try to argue that it is a behavior that creates economic value. It should not be the expected default behavior, and in fact, is not. Which is why there are both civil and criminal penalties for fraud.
Deceptive behavior that is less than fraud may not be illegal, but it's still shame worthy in my view.