The wages of sin
The plaintiffs should have used the "RIAA v..." cases as a precedent. I believe the going rate is $20k - $400k per unauthorised upload. As the defendant's infringing behaviour was clearly for commercial purposes, the plaintiffs would have ended taking the Bat-, or in this case, Zuck-cave.
That's the only way these companies are ever going to take average people's privacy seriously - if they're made to pay so much money that they simply don't want to go on living. When the top exec is sitting on their yacht and thinks, "Gee whiz. I'd better not mess with the users' privacy. Remember good 'ol Zuckerman. Had a big company and a nice house... and now he's living on food stamps."