No it's not really fair. Until I start seeing Kroger going out of their way to support data provacy initiatives and consumer protections, correctly assume they have ill intent with your data.
That is what we're told before entering academia and small business/non-profit ownership. But lo and behold in reality most of one's time is spent chasing grants, contracts, and other funding.
The only explanation that makes sense to me is that they are doing huge damage to their reputation and trust for bigger reasons. Perhaps there are international or national security issues they are told to comply with that are not quite in the public view yet.
It is not just social media; it is the way our society is structured. Even if social media did not exist, the press would still reward people who act outraged. Just look at newspaper op eds and cable TV talk shows with discussion panels. Sports fans know that ESPN sells outrage and living vicariously through athletes/celebs as a business model.
The crux of the issue is that society rewards attention whoring behavior. I would love to see our leaders promote more "do, not tell" behavior.