You seem to think context doesn't matter. If a startup makes a privacy invasive product and "Apple/Google/etc" put protections in place that harm that product then they've done a service to their customers. This is not a problem.
We can judge their other actions as necessary and in context.
I'm not cheering because it's FB, I'm cheering because it strikes at targeted advertising. If you're a small company out tracking people to try to sell them an Oklahoma City Thunder dart board, I'm gonna cheer just as loudly when Apple sticks it to you.
Moreover, if it's a startup with the same ethics as Facebook, it will likely be applauded as preventing the next Facebook.
On the other hand, when Apple implements policies that prevent companies of any size from building valuable things (see for example the outrage over 30%) then I've have a different sentiment.