That "optimization" might be reasonable does not imply that any method is, "optimization" is not an actual activity, but a label for the purpose of a wide varie

That "optimization" might be reasonable does not imply that any method is, "optimization" is not an actual activity, but a label for the purpose of a wide variety of things you can do. Murdering your competitors is also good for "optimizing" your bottom line, but still unethical, to put it mildly. Also, I strongly doubt that the public has any clue of what facebook is doing. For all the public knows and understands, facebook could be employing magic message fairies.