In outrage scandals like this, we're so quick to condemn the actor and demand punishment. I think the more constructive action is to condemn the action (not the actor) and demand regulation (not punishment). Condemning the actor may quench our thirst for justice, but I think it's often net harmful.
I get that calling for punishment is a good disincentive for future immoral, unregulated activity, but the punishment has to fit the bill. FB lost, what, $30B of value over this 'scandal'. Is that not a big enough fine?
Isn't that like when a rich/famous person evades punishment for a crime that the average person would get a long jail sentence for, because from loss of income etc they'd already got 'a big enough fine'? i.e. effectively only the non-rich are punished for crimes.