Most people still don't really care that much about privacy, and polls continue to bear this out. The bulk of complaints are based on its direct effects on user

Most people still don't really care that much about privacy, and polls continue to bear this out. The bulk of complaints are based on its direct effects on user's mental well-being, as well as perceived damage to the health of civil society. The upshot is that people don't really see a problem with obtrusive monetization directly (FB ads aren't particularly egregious from a UI perspective), but rather attempts to increase engagement, which of course substantially predate their monetization efforts. The News Feed and related controversy are an easy, early example, as is the promotion of Farmville-style "games" (ca 2009/10), which also substantially predates Facebook's mainstreaming and the bulk of their user growth.