At least part of the outrage is that, while that use is quite reasonable, the TOS did not constrain the sharing to only that use. So they were saying one thing

At least part of the outrage is that, while that use is quite reasonable, the TOS did not constrain the sharing to only that use. So they were saying one thing in legal terms (we can share your data with facebook to improve facebook products) and another elsewhere (we will only share minimal data about and with businesses you communicate with, within this feature). Personally I trust them to adhere to their TOS far more than their newsroom blog. So while I believe their short-term plans are reasonable, in the long-term Facebook has demonstrated repeatedly that they will do whatever they can get away with.