It used to be that people and organizations making unethical purchases were the ones we considered, and held, responsible. For a long time we've had good, positive movements centered on informing the buyer. We added expiration dates, ingredient lists, nutritional value information, crashworthiness scores and reliability ratings, country of origin labels, even ethical sourcing labels. Perhaps too much of a good thing caused information overload and resulting numbness? Somehow, between the Prohibition, the "war on drugs", and the supply side moral regulations, we've lost the spirit of "well informed free agents making decisions".
Most of the services (FB and the likes) we're discussing here are morally neutral by their nature, and it takes concerted efforts to make them non-neutral[1]. It is the particular use they are being put to that is moral or immoral. Let's not shift vast moral powers from the wide society to a narrow cadre, shall we? The economy is a neat distributed system. It's the popular democracy before democracy became popular. Let's not give it up.
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[1] example of non-neutrality: the current trend of algorithmic manipulation