[larsnystrom]

I agree it's ironic, however they seem to use an inert version of the share button. The default share button by Facebook contacts Facebook when you view the page, doesn't matter whether you click the button or not. The one used by EFF only contacts Facebook when you click it.

[aembleton]

It's still directing traffic to them and providing content for them to monetise. Also, it doesn't use the nofollow tag.

[talkin]

Spreading the message inside FB helps the mission. The people who already stopped don’t need to be convinced anymore. ;)

But sure, ironic and counterintuitive.