There were plenty of greybeards making claims about FB tracking etc, they just got written off as crackpots. The below link describes the history of some of FBs tracking and includes publicised examples from 2010 and 2011.
To me it’s just that we believed FB back then when they claimed ‘it’s a bug’, ‘a limited number of users were affected’ or ‘we don’t don’t do that’.
https://www.propublica.org/article/its-complicated-facebooks...