I don't think he's necessarily taking the best ethical option at every turn, just that he's playing a long-term game, even if what he is optimizing for is Faceb

I don't think he's necessarily taking the best ethical option at every turn, just that he's playing a long-term game, even if what he is optimizing for is Facebook's success, not purely ethics. It's clear he and Facebook is getting a lot of flak for this choice, so he has to think it will pay off long-term for it to be worth it.