Their whole business model fundamentally depends on extracting as much personal data as possible from their users. Though there is some solace in the fact that their motive is at least known.
It's fighting for users' privacy as in fighting for how much of that ton of information they're gathering can be withheld. Otherwise, yeah, I know a few really attractive ladies who are fucking for virginity.
It's not surprising that Google and Facebook would be huge advocates against government and other use of their databases - I imagine the renewed fervor about end-to-end encryption and the increased skepticism of cloud services is really going to hurt their business model. A secret kept by two people is almost as private as one kept by just one. (Not saying that they'll succeed or even that they have an incentive to succeed 100% of the time, just that I imagine the lack of trust now is going to start hurting soon, if it's not already.)
