I'm using the blocksite extension now to be sure I have some measure of control of the data I broadcast.

It looks to me that Facebook are just in it for the money and most people will just stumble along unconsciously without thinking.

Facebook collects lots of data if you install enough of those stupid apps. That's what Facebook is. It's harvesting data, sort of like Google but without the "don't be evil" bit.

If enough people use BlockSite things might change but in the end we get the culture we deserve.