It's more insidious and less obvious than 1984 though. 1984 was just oppression, the boot stepping on the head over and over and Big Brother brainwashing you into liking it. On the other hand, by making all "undesirable" behavior have such dire negative consequences, you can enforce good behavior, which in turn shapes social attitudes and opinions, so that the 90+% majority are bred into well-fed, prosperous, and compliant citizens, while the minority are ostracized, impoverished, and swept out of existence.
The whole prospect of this article is that you should moderate your behavior and not "talk to people you have no business talking to." That even though we know though Facebook intentionally dangles those people in front of you, and could easily figure out who you probably liked in your past and can lead you into temptation. This implies that to some extent we've already lost since the only winning move is, as the author states, to quit Facebook.