The analogy between Facebook's platform and a highway is not a bad one, but I would say that one of Facebook's positions is to say that it is a company that does business with consumers, on the one hand, but also with other companies, on the other hand, and it is these other companies that collect information from users.
Facebook says that it is not responsible for what the other companies do, and it asks to be held accountable only for its responsibilities, and not for the activities of other companies. That might hold, if not for the fact that Facebook has a commercial interest in having an enormous amount of traffic on its highway and in having other companies collect information.
It's not a sin for Facebook to make money, but the fact of developing business relationships from which it derives profits, and thus do business that is increased by the presence of third-party apps, is accompanied by legal obligations.