This is probably a reaction to the news that Facebook is now officially tracking non-users to create shadow profiles and serve adverts to them off Facebook itself. I think it's the serve-adverts-off-Facebook-itself part that's the actual news; all of the moderately chilling tracking and profile construction was of course happening already.
http://www.theverge.com/2016/5/27/11795248/facebook-ad-netwo...