Indeed. Reaction so far:
Apple tries to fix a real problem botching its corporate comms badly — the Internet has a meltdown over it.
Facebook does the same times 10 and with way more options to trick the system —- same old.
The key difference is where the processing is happening. With Facebook, you can delete your account - with Apple's stuff, you'd have to get rid of potentially tens of thousands of dollars worth of equipment to escape the spying.