As has been mentioned elsewhere in this thread, the vast majority of people really don't care what data Facebook collects. Addresses, phone numbers, etc are all publicly available already. Products you like, your political affiliations, etc, not a big deal to most people, not because they aren't aware, but because they don't care.

So ask yourselves, if the vast majority don't care, perhaps it's not really that big of a deal.

And maybe, just maybe, Cambridge Analytica has a target painted on its back because it helped get Trump elected, and we're being manipulated into hating them now by media that is engaged in all out war with the Trump administration.