You don't have to abstract this too much. Facebook's "controlling minds" are just one mind: Mark's. Facebook does what Zuckerberg wants it to do. And if he doesn't want to maximize profit, he doesn't have to.
In todays world there's no entity which would leave full control in a single person's hands, neither Facebook nor the US or any other non prehistoric government, although for obvious reasons the public needs to be given a recognizable figure which can be turned into a scapegoat when needed. Should Zuckerberg piss off his top investors, he would be sacked in no time.
