Make them fear for their professional and personal reputations.
Make them embarassed to show their face or state their place of employment.
We need to treat these people like Nazis.
But I do agree with the general premise. Instead of Meta being seen as a signal for being a high-quality engineer, I hope the signal being sent is more like: engineer who is so money hungry they are willing to abandon almost all sense of responsibility and reasonable character.
You think people raised in such a culture will save you? More likely they’ll be hooked by the next moneybag or hoodwinked by some insane philosophy (Libertarianism, AI Singularity, Effective Altruism...).
We need to make engineers who work in surveillance or advertising ashamed enough to avoid putting that work on their resume.
I think that's a pretty big difference.