I think that is a minority view in our profession, so you are probably right.
I'm not saying Facebook is evil, but let's face it the world is a lot more morally complex than the self-righteous want to make it out to be.
This idea that Silicon Valley is full of engineers toiling in a Parthenon of virtue while evil people in Washington misuse the fruits of their creations is utter bunk. Like every technology in history, software and internet technology can be used for different things, and there is widespread disagreement on the virtues of those ends.
E.g. Einstein might have regretted his involvement in the nuclear program, but there are a huge number of people who to this day think the development of nuclear weapons was a positive thing in how it ensured American ascendency for the succeeding half-century. At the same time, you'll find lots of people who think Lockeed, etc, are doing very noble things by developing technologies that allow American foreign policy to be implemented while getting fewer American soldiers killed (and reducing collateral damage too--a cruise missile is a lot more damaging than a drone strike). There is probably no country in history that has maintained its supremacy for as long as America has with so relatively few casualties among its armed forces. You can thank Lockheed for that.
Why not? I say it is. Just as you said the other day -- advertising is preying on people's cognitive biases. Sure, the world is very morally complex, but that has no bearing on the morality of advertising and whether how Facebook in particular does it is evil or not.
It is evil for a panoply of reasons. Just say it, don't just hint at it. Facebook does more lasting harm to society than good.
Enabling surveillance is a distant second, but still certainly wrong because it is direct support for the robbing of privacy, a basic human dignity. There is no room for ambiguity or argument as in the case of economic theory and such, like in the Facebook example.
Military technology kills a few people (large harms to a few people), but advertising diverts vast amounts of money towards industries where it is easy to take advantage of cognitive biases to create artificial distinctions between products (small harms to lots of people). And both have their legitimate justifications too. People need to know about new products and services and advertising helps them find those products and services. And while you may be a pacifist, Americans are decidedly not. They want a country that sits at the top of the world and they want to be protected from hostility and Lockeed gives Americans what they want in that regard.
And even for a pacifist: we live in the most peaceful time in human history. American military supremacy, plays a big part in maintaining that state of affairs. Countries that might be incentivized to wage war (as countries have done since there were countries), avoid doing so because they know the American military response will be swift and overwhelming.
