This is probably everyone and their dog have an irrational belief that Zuck is a comic book villain when in reality he's just a regular old capitalist.
Zuckerberg is indeed a good old capitalist, but one who doesn't want to be seen as a capitalist, but as a messianic savior.
That's why you create a for-profit company and call it an "Initiative" focused on "advancing human potential and promote equality".