I'm a little disappointed to see this article make no distinction between Apple implementing hard technical barriers between them and your data, plus very detailed technical white papers describing many of the barriers they implement, and Facebook offering some virtual settings that let you feel slightly differently while they use your data either way. Are those really the same thing?

I feel like Apple has the best track record, in general, of detailing exactly what security measures they actually use to protect your data. Other companies are just like, trust me bro. Literally like every other company is like that.