(You are addressing the advertiser ecosystem while the focus here is the app ecosystem.) The "word games" may not be aimed at the "average person". They might

(You are addressing the advertiser ecosystem while the focus here is the app ecosystem.) The "word games" may not be aimed at the "average person". They might be intended to mislead those who have a concern with what Facebook might be doing. For example, it might be part of their job. The FTC is an obvious example, but there are many individuals and groups who are interested in Facebook's activities relating to privacy. Incidentally, how do you know these things about the "average person"? Is there a citation to some studies you have read?