Facebook was never ever about the Social Graph. It was always about user profiling and activity/interest monitoring which could be sold to advertisers. The Social Graph was just one tool for that.

Coincidentally the profiling is also extremely useful for political leverage and behaviour mod. I'm sure that never occurred to anyone around the company, and the links to operations like AggregateIQ and Cambridge Analytica are incidental among the ad noise.

The incoming anti-trust cases are going to be interesting.