If you bring that money in, congratulations, you get tenure; now you get a chance to work on whatever interests you for the rest of your life. But if you fall short of that goal, you're denied tenue; GTFO. You might think being a really good teacher will save you; it won't. You might think that volunteering for some annoying university committee will save you; it won't. You may think writing some really impactful papers (that nevertheless fail to bring in research grant money) will save you; it won't, unless you're really, really, really close to your monetary goal.
So how do you get across the hump? In your first year or two, you think that ethical projects can totally work for you. You bring in a $10K grant here, a $25K grant there. Then you realize you're far short of your goal. So you do what most successful professors do. You start taking DARPA money, DOD money, DOJ money, Amazon or Google or Facebook money. You start building (or facilitating the building of) technology that kills people, that selects people to kill, that monitors populations for trouble-makers or for people susceptible to advertising campaigns. Of course, those aren't the words used in your grant proposals, instead you keep it really abstract. But deep down, you know what your research is going toward.
You seem to be unhappy with your situation. And you also seem to suggest that the choice boils down to either work in a hypocritical (re ethics) environment in academia or be openly cynical about it and join facebook and the likes.
Well. I think the world is bigger than this. And we always have choice. Be it academic prestige, good salaries, power, ethics, etc.
There are plenty of small companies trying hard to make a positive impact in the world (not just with words like Zuck) and which would be happy to have you. But then the price to pay is your academic dream.