> If Zuckerberg, Sandberg, et al could improve Facebook's behavior without putting the business at risk, they would do it in a heartbeat. But it appears they can't.

I think the point is they literally can't improve Facebook's behavior because their behavior is their business. They don't have any products that can function without their panopticon and Skinner boxes.

It's not that they can't compete by changing their behavior but cease to be a viable business that can even operate.