One does not grasp the true harm caused by unethical experiments by reading only the documented (published or non-published) scientific results. Two extreme examples which I am by no means comparing to that of Facebook, but rather as canonical examples of unethical science, include the Tuskegee experiments and Nazi experimentation. Reading only the published results of these experiments does not convey the horrific harm that actually occurred. The same principle applies to referring towards Facebook's scientific data as an argument that these experiements were not unethical. The scientific results only serve to shroud and conceal the actual activity which occurred in the production of these results.
(edited for clarity)