The headline makes it sound so sinister and profit seeking!
TFA actually says that the actions that Facebook's strategy is based on consultations with organizations who prevent suicide for a living.
If anything, what's alarming about this more than anything is that Facebook are now becoming the first responder. The concern is what happens when people start to trust that Facebook will do good in situations like this and then fail to do so for some reason or other.
You're speaking like "Facebook" is its own entity. The first responders will be the friends of the victim who clicked on their video feed. How could the software itself understand what is and isn't self harm?