OP's point was that using the term "horrifically evil" is horrifically hyperbolic.
What do you mean by "tricking people" to hand over a treasure trove of data? Ignoring the many benefits that FB provides (reconnecting with old friends, easy group communication, meeting people, convenient logins for newer applications, discovering good content, etc....), what they are doing with advertising isn't "evil" in any sense.
Facebook is a /free/ service that delivers targeted ads. Would you rather ads be untargeted? Millions of people benefit from having advertisements displayed to them showing stuff that they actually want to buy. Also, millions of businesses benefit from being able to target niche markets due to FB's data collection.
People WANT to find products that are relevant to them, and so many businesses have become successful by being able to reach those customers through FB's platform.
Facebook doesn't actually sell the data to advertisers. They just allow customers to blindly target demographic groups through their platform. It doesn't violate people's privacy in the slightest.
Have they done some unethical psychological experiments? Yes. But come on, I wouldn't call that evil... especially when they do so much good. By that measure, any university that has been around for 50+ years must be evil too!
> are at the forefront of manipulative advertising (using fabricated social proof of friends, for example)
Source?