I agree that Facebook doesn’t socially engineer users as much as it could, but I think this is more a testament to its immense power than its kind intentions. Facebook is no stranger to unethical behaviors—its actions only seem ethical in comparison to what is possible with that amount of power. Remember a couple years ago when Facebook published a blatantly unethical psychological experiment that manipulated the emotions of unconsenting, unaware users? Zuckerberg didn’t think of it as a shady A/B test to keep private within the company, he allowed it to be published in PNAS.

Let’s not forget, Facebook isn’t exactly being exploited by shady actors like Cambridge Analytica—it's profiting from them.

https://www.nytimes.com/2014/06/30/technology/facebook-tinke...

http://www.pnas.org/content/111/24/8788.full.pdf