Sure you can make it private. But if you've read through the TOS you'll notice that you truly are private. That Facebook hereby owns said rights and etc. etc. to any and all data put into and onto their website, databases, etc.
So while many think its truly private or anonymous, its not. Your pictures, information, etc. they have the right to sell and copyright.
As for facebook caring about me, I know they don't. But they do care about the 700,000,000 persons with precious personal information that they so willingly sell to bidders for said data. Yes, they can and will and have sold your information.
This is why I am not on Facebook. My data and information is mine.