1. It is the net which has caught most humans, so it makes sense to focus energy on the biggest negative (assuming you agree that it is negative) target.
2. It, and in my opinion Zuckerberg, is a wolf in sheep's clothing. To be somewhat kind to him, he is obviously a sociopath; as such, it's not really his fault for just doing what he wants without regard for other humans.
IMO, the saddest thing it's our addiction to free stuff. An internet without ads would be an amazing place.