Now. This is a policy change that was a direct result of the Cambridge Analytica leak. Cambridge explicitly used the cross-site and cross-app tracking to build the models that they sold to people/companies/governments.
>"We have to seriously challenge the claim by Facebook that they are not selling user data," commented Damian Collins MP, chair of the UK Parliament's Digital, Culture, Media and Sport Committee.
>"They may not be letting people take it away by the bucket load, but they do reward companies with access to data that others are denied, if they place a high value on the business they do together. This is just another form of selling."
Now is where we all live. The fact that it wasn't like that before doesn't matter THAT much.
It matters very much that a company only stops selling or tracking your info because they got caught or had a data breach. Look at Google right now. They're being sued by several states for tracking location info for people and then selling it to advertisers without those users' consent. It matters very much to me if Google is suddenly claiming that they're privacy conscious because their actions explicitly speak to the fact that they're not.