Everyone is missing the point. This is the start of a major battle between two tech juggernauts. One look at the Facebook ads manager will show you Facebook is very scared about this privacy update and trying to do everything in their power to mitigate it.
Apple is the gatekeeper and Facebook can't do anything about it. Their dominant revenue stream is about to be strangled.
I think Zuckerberg realizes he is screwed in the long run, and only his bet on VR with Oculus will save him.