To be fair to Facebook, they're not doing anything less ethical than has been going on when you watch TV - subliminal messages, etc.
Or even newspapers and demagogues.
"If it bleeds, it leads".
Not sure whether it's Dopamine, but something in us gets ancy with too much pleasantness, so we want subversive little vicarious outlets to try to siphon off the pressure. But to echo what Renny said a while back, re: racing to heterogeneity, the uplifting word for that is the famous D-word Diversity.
The downside is that means clashes of disagreement and difference, and *that* lands us into endless fights unless we go through some ethereal dialectic of Homogeneity/Suppression -> Diversity but fighting -> Tolerance -> Acceptance.
It's easy to be both dismayed and cynical about many laws and rulings, but there have been occasional pinpoints of light where we can say "Wow, the court almost got that one right? One down, four hundred issues to go and then we might even be able to live in this society!"