It’s not just one behavior, it’s a continuous pattern of behavior. If you want to give them a clean slate in every new instance, that’s your choice. At some point it’s the scorpion and the frog. Whether you consider it an ethical argument or not, it’s basic common sense that Meta’s pattern of behavior will continue absent any evidence to the contrary.
And ad hominem is an argument against a person, not a company. My argument is citing their past behavior which would not be an ad hominem argument even if I’d cited Zuckerberg specifically. “Because Zuck is greedy.” would be ad hominem.