This article was about search . I am referring to Google search engine. People have diluted the argument by introducing Android. Google search and Facebook should not be in the same equation.
Then you should limit "Facebook" to just mean browsing on Facebook's website. If you're going to include the other kinds of data the FB organization collects about you, you should include that for Google as well.
You are reaching here trying to give new meaning to established product. Facebook's model is fundamentally to exploit it's users with no regard for privacy.