I don't think that's really the problem. I mean, Obama's 2012 campaign scraped the data of Facebook friends of people who'd signed into the campaign website in order to figure out the most effective way to convince those friends to vote for him via microtargeting and other techniques, in particular working out which friends their volunteers could most easily convince to vote for him. We're not just talking about general profile information, but photos and feed activity. Apparently they were so aggressive about this it tripped Facebook's internal alerts. The New York Times spun all this as some clever, sophisticated breakthrough that marketers could take advantage of: http://www.nytimes.com/2013/06/23/magazine/the-obama-campaig... (While they were more honest about getting those users' permission than Cambridge Analytica, they didn't have any kind of permission from the friends they were hoping to profile and target, much like CA didn't. The viral tweet doing the rounds attacking CA for comparing the two is misleading.)

The main problem Facebook seem to have is that the wrong candidate won the 2016 presidential election and the press need someone else to blame.

Incidentally, based on the reporting come out of the Trump campaign, it's not clear they were even doing much or anything in this area. Their campaign leaned heavily on exactly the kind of "political gut instinct" that article decries - used as an input to models rather than directly, and augmented with stuff like A/B testing, but still nothing like the data-guzzling microtargeting machine of Obama 2012. There doesn't seem to have been much sign of CA involvement aside from the initial check the campaign wrote them and their attempts to use Trump's victory in their marketing.