I think this is somewhat unfair. With one employee per million users (assuming your numbers are correct) how much caring of the sort you describe do you think is a reasonable expectation?

Of course they care about themselves — they’re a corporate entity with shareholders to answer to — but at the same time I think they do much that they don’t need to with respect to their users.

I agree that putting that sentiment all over their site doesn’t actually mean anything. I determine whether a company “cares” about me by observing what they do, not what they say. By that measure Facebook scores pretty highly compared to others.