Reductio ad absurdum: a hitman's job is not to be concerned with the well-being of their targets, but to serve the paying client. This doesn't make killing people for money not evil, because the business model is inherently unethical.
Facebook is not non-evil for collecting user data to target their customers' ads. I think the entire foundation for their business is unethical.
I agree with the points of the article, save for #7, but I think it's unfortunate Facebook doesn't have to take more responsibility for the data collecting they have pioneered and continue to do.