In other words, are they misunderstood? So argues Liz Gannes from GigaOm in her article Facebook Needs to Find Its Voice on Privacy. 

Conclusion:

I don’t think Facebook is evil. The company’s leaders believe that each perceived privacy erosion is actually an improvement to user experience — and if that’s true, they need to tell us, show us and convince us. They brought this privacy fiasco upon themselves, and they need to deal with it.