Creating a mass surveillance tool with the power to control and change political power, maintaining and profiting from it. He has the free choice to choose from good and evil like everyone else, yet he chooses evil. We all do some evil actions occasionally, but he does it consistently at large scale allowing other evil people to do more evil actions and making a big profit over it. 

 Oh yeah, so evil to create a platform and force everyone's hand to use it! How could he?! And to think he could monetize with data?! Pure eeeeeeeevil! We should have everything for free! Communism, please enter my life. 

 He didn't force people to use it, but he lies of how it works, it's not transparent or clear. People are responsible also for using it of course. I didn't wrote we should have everything for free. But FOSS is better and more ethical than proprietary software. 

 What's there to lie about. It's an ad-based business model. To sell effective ads you need to target the right people which requires data...  

 Does the average Joe reads all the contract when signing up to Facebook? Plus users can't read Facebook code? Why not make it FOSS? What's sold is not what it really is. Even if most people knew better they would still use it, but that doesn't make it less evil and unethical. 

 You seem to try to take away his responsibility for his actions as if he had no freedom to choose from good or evil.