companies aren't people capable of "good" or "evil" choicesTheir directors certainly are. A friend's mother works in a high-level consultancy that is known for turning down lucrative-but-unethical projects. I've worked in a company where the CEO would always try to find a win-win, even if it cost the company financially. I've also worked in a company where the CEO/majority owner vociferously abused the directors when he wasn't allowed a vote when they were voting on his own payrise (the directors saying that it was illegal to do so). That company also played a lot of three-card monte with FDA auditors.
Companies can behave ethically; just because they're not an organism doesn't mean that they're not under the control of something that can make those decisions. A car is just a lump of matter. Can't do anything by itself. But stick a human into it, and it can do all sorts of things, from the mundane (collecting groceries) to the charitable (distributing meals) to the unethical (hit-and-run). A company is the same.
Add into this that Facebook has been shown to be openly selling fraudulent products, and it doesn't make it sound like Facebook is the innocent you're implying. Crack open youtube and search for 'veritasium facebook', there are a couple of videos - Facebook is essentially selling advertising with fake impressions.