It's not, there are levels of scumbaggery and Meta is one of the absolute worst. Rigging elections all over the world, privacy violations everywhere, actively scheming to get kids addicted to slop media, privacy destroying recording glasses, the list goes on.

To be "fair", Zuckerberg is a mendacious little prick with a history

Did the Google guys ever get caught saying that? Or using their power over the company to unsend messages, oh I guess you can't do that with email, but with Messenger you can...