I worked at a large, well-known, consumer tech company on its Facebook integration. It absolutely did care about the Facebook TOS, had a contract with Facebook

I worked at a large, well-known, consumer tech company on its Facebook integration. It absolutely did care about the Facebook TOS, had a contract with Facebook about what data could and could not be used and retained, and didn't share Facebook data beyond aggregated demographic information (age, gender, region). We were very careful not to do anything even remotely sketchy with the data. But this is the sort of company with a brand and something to lose, and a relationship with Facebook.