Restrictions on how private parties can provide a private service are ubiquitous in every market. In the US, home-cooked meal startups get shut down because their uninspected kitchen doesn't meet commercial standards. In Ethiopia, you need a local entity with an IT license (seriously) to import a Dell server that you've already purchased. In Canada, you can't agree to an employment contract that allows for zero-notice zero-compensation firing when you didn't do something extreme like steal. Etc.

I don't think most of the people who find Facebook convenient for coordinating groups actually choose the tracking knowingly and willingly (at best begrudgingly), nor do they choose to exclude the people who object more proactively to those things even when that's the effect.

Society's legislative and regulatory choices have a valid role to fix negative externalities of what economic actors would otherwise naturally do. Natural monopolies/oligopolies like electric companies, highway operators, and Facebook are all worth regulating for roughly the same reasons - even according to Orthodox free-market undergraduate microeconomics 101.