It's really hard to tell with Facebook if they understand that their massive data collection is at least morally questionable, and they business plan is simply a calculated risk. Given that most people seem to care more about free services, than they do about privacy, Facebook may see privacy labelling is a pointless exercise that won't change anything anyway.

Or perhaps we are back at Upton Sinclair: "It is difficult to get a man to understand something, when his salary depends on his not understanding it." and Facebook as an organisation is simply unable to acknowledge the problem, because doing so would ruin them.