They're also willing to perform mass psychological experiments on hundreds of thousands of people without consent. I suppose we should be thanking them for that as well?
http://www.telegraph.co.uk/technology/facebook/10932534/Face...
http://www.telegraph.co.uk/technology/facebook/10932534/Face...
It's off-putting because people enjoy the illusion of unmolested free will, and don't understand the degree to which they're already being experimented on.
That being said, the social and emotional health implications are too huge to leave things like this unresearched.