Well there are genuinely people out there who don't use the content. Our attitudes to media and who should be watching what haven't changed much from the broadcast era. "I'm not one Facebook" is the new "I don't watch TV.
Anyway, I personally never use facebook because it is not something I find interesting. Do I feel pride in that fact? No I don't because I have an equally harmful relationship with reddit and hackernews. I always have to laugh when I see people state as a point of pride how they have deleted their facebook accounts on different social networks. If anything I think reddit and hackernews could be worse because I'm ingesting unfiltered opinions from random strangers.