I don't advertise my company with facebook, for this very reason. I'm sure there are other people out there who feel this way. I spend about $1500 a month with Google, because they're trying not to be evil (even if they fail at the attempt sometimes). Not big money, by any means, but if a few thousand companies are opting to not advertise with facebook because they're kinda evil, it could start to be real money.

That's not a don't be evil moment, that's continuing to act in a self interested way, just circumstances changing what is in your best interest.