Though there is a ton of evidence for this, I've always disliked this type of statement. A company does not have a mind of it's own, and therefore has no concept of self-interest. It is the people at the company who are making the decisions. It's why there is a backlash when companies don't behave the way their customers expect them to.
In the end, it all does come down to people and the cultural influence. For the past 50 years, we've culturally been dragged into a big business, security, get rich mindset which has driven aspirations at the cost of our freedoms, environment, and general social good.
I personally don't believe the Zuckerberg is 'evil'. Though the news feed has issues, his overarching goal is admirable. I believe that Facebook now understands the political difficulties the news feed creates, but if Facebook were truly a dictatorship, they wouldn't be spreading multiple oposing propaganda, would they? Zuck would have picked the candidate he liked, and promoted that person. Facebook didn't do that, they let the people decide what they wanted to see.