I don't think it's so clear. Two things happened:
(a) Users were duped into giving up their data under a false pretense. This alone cannot be called a breach.
Also, one of the following occurred:
(b.1) Facebook was duped into letting a fraudster install an app on their platform. If this happened, it was a breach.
or
(b.2) Facebook knew all along that the academic research was only a cover for duping users into giving up their data. If this happened then it was not a breach, because Facebook themselves effectively sold the data.
So what Facebook appears to be saying is: There was no breach. We sold the data!
[Edit] Judging by what this man says, it was probably b.2:
https://www.theguardian.com/news/2018/mar/20/facebook-data-c...
My conclusion is that there was no breach.