The level of severity is different.
A girl should be able to walk outside in a bikini without consequence. If anyone goes to work or to an event in the wrong attire, the minor consequence is just, "go home." Even if she's dressed conservatively, some womanizer will try to hit on her in an attempt to use her. Human traffickers excuses are, well someone was born.
I should be able to take home a huge tv, without someone making up the excuse, "he should have covered it." Suppose I didn't have a big enough towel to cover a big screen tv, that I would of had to make another trip. Suppose someone stole an expensive tool, because I left it in the car, because I couldn't park close enough behind an opaque fence to hide it from prying eyes to take it inside. If I leave a bike out for 2 minutes, someone thinks, well, he shouldn't have left it out. Well, you shouldn't trespass to steal it, and you shouldn't steal it. People make lame excuses. Facebook shouldn't be doing that kind of stuff.
Pearls before swine.
For someone like Zuckerberg who makes excuses, if he can live by his rules for others, why does he pay security to guard his trash can? He's doing what he shouldn't be doing. By his own standards, he's not playing by his rules, because he can't.
Different corporate heads are playing by different rules, some possibly at least they could play by themselves.
But, there are things that are legal that we shouldn't be doing on the Internet depending on various or our own opinions. It doesn't mean it should be exploited. It also doesn't mean the consequences should be disproportionate. For things we should be doing, without a doubt, companies shouldn't be prying on us, because innocent stuff gets used against us, individually or up to the whole society. Information being used against them is also the case for those who say they have nothing to hide.