Your average person knows nothing about technology, or advertising, or ethics. They have a hazy understanding of cookies, have no idea how real time bidding works, certainly cannot define ROAS, and could not differentiate between deontological and utilitarian theories. They have no understanding of how much Facebook earns per year from the average Western user, and virtually nobody would actually pay that to use Facebook ads-free (even if Facebook offered that option, which they have no moral obligation to do). This is just another hit piece against the boogeyman "surveillance capitalism".
This take misunderstands how effective online advertising works. Effective advertising targets people who are likely to want the product or service already. The idea that ads can change people's minds to get them to buy something they don't want is so wrong. You would waste so much money trying to change peoples' minds. This isn't like Inception. In all my (and people I've read and worked with) experience, you have a chance at profitable ROI when you run ads targeting people likely to want what you're already selling, and just try to make them consider your product or service. You'd be guaranteeing negative ROI trying to change minds.