Shaming does not work, otherwise FB would have no engineers at all; the fact that FB still exists is a proof it does not work, so what is the point?
Another is that it must. Supply.
There are those who respond to recruiter contacts with "Please tell M.Z. F-U personally for me."
For those who do work at FB, we're well aware of the price of your soul.
The problem is that bad behavior is normalized and rationalized in our society, 'everyone needs a paycheck.' This legitimizes working for companies like this.
I doubt that shaming individuals works. But having thoughtful discourse about it is probably much better - let people hear the arguments and make up their mind.
With this being said, I do find it a waste that some of the best minds in the world are working towards ads and engagement businesses. Having a tool for global communication is wonderful, but their unethical behaviors are unexcusable.
Nothing ventured, nothing gained. Have a nice long thoughtful conversation with your friend about why you disapprove of what they're doing with their life, offer to help them find a new job if you're so inclined, but cut contact if/when they refuse to reform. Tell others what you've done and encourage them to do the same.
Shaming almost certainly does work, otherwise humans wouldn't be so inclined to try it all the time. I'm quite certain that shaming is a tactic baked into our social instincts by evolution.
But e.g. you don't see many people openly self-identifying as racists anymore.
The movie Thank you for Smoking, about a tobacco lobbyist, calls this the "Yuppie Nuremberg Defense." All manner of immorality, even shilling for a tobacco firm, will be excused away with hey man, I've got a mortgage to pay.
I once applied for a job at Phillip Morris in VA. On the reception desk (you had to walk about 30 yards from the entrance through the marble-lined lobby to get there), there was a sign saying "Enjoy smoking!"
Every office had ashtrays everywhere, and staff were provided with a carton of 200 free cigs every week.
Now while there are a lot of things that facebook probably can be prosecuted for, there are many things that they probably can't be. So I think we have an obligation to shame and shun those who act in reprehensible ways. And obviously in proportion to how culpable/complicit those individuals are.
The book's conclusion (as I recall) is that shaming is far more cruel than we commonly think, and shaming used to be more common until people realized its cruelty.
However FB is part of the FAANG group that pays top dollar. That is attracting enough good engineers, especially the type that don't care too much about the ethics of their work results.
FWIW their recruiters seem to be getting desperate in the past couple of years. Until then, I'd see a FB recruiter ping me about once every year. But from 2019 on, it's much more frequent, and I know it's not just me - there's many other people I know who have observed that, and you can find more testimonies along those lines in these comments. Furthermore, I have explicitly told them to GFTS in no uncertain terms, and I still got recruiters contacting me after. This tells me that they are feeling the crunch.