Yes, it's called conscience. FB exists mostly by selling ads based on personal information they collect about their users. One thing I looked in a company is what they actually do and whether its something I agree with. But I understand that some people only care about profits.
Pumping = positive sentiment and buying (not what few idiot analysts are spewing forth). FB has been WS darling for quite some time in case you haven't noticed. If WS didn't like the company it would not be valued this high.
Why is it that any negative comment about this company makes you a "short"? Yes, this is investment forum but I'll bet that most people here are not foolish enough to short this stock while WS is pumping it.