Because what's the headline you're going to get out of it?

If the headline is "Mark Zuckerberg is amassing your data and you know it's for evil", it's an easy sell. If it's "there's an ecosystem of little-known companies that sell transaction, location and lifestyle data to marketers, journalists, PIs, and police departments alike", it's not exactly the kind of a message that spurs people to action. And yeah, the newspaper that would be breaking the news is a customer too.