I feel the same way, except Facebook had its mask off right from the start. Its precursor was a site that used Zuckerberg's female classmates' photos without permission to rate their attractiveness.

Zuckerberg is also famous for calling Facebook users "dumb f**s" back in the early days of Facebook for entrusting him with all sorts of information.

https://www.theregister.com/2010/05/14/facebook_trust_dumb/