I can’t read past the paywall. But you read a newspaper article in which someone (who? A FB official? An academic?) claims FB can derive something from user data? That’s something literally anyone can try to do. Doesn’t have to involve FB officially.
"Prior to April of 2008, Plaintiffs had written the first Survey, Petition, Polling, Quizzes and IQ Test applications to appear on Facebook and ranked as one of the largest Facebook application developers in the world."