They require everyone to go through contortions to opt-out, and when you finally reach the button, it is labeled:
Allowing instant personalization will give you a richer experience as you browse the web. If you opt-out, you will have to manually activate these experiences.You can tell from the turn of sentence that Facebook has been handed over to the marketing department, and that these individuals do not have your best interest at heart. Bastards.
After you uncheck the box, Facebook will reach for an excuse to continue leaking your information, and interpret your friends' non-opting-out as a permission to leak your information on their behalf. Facebook's message continues:
Please keep in mind that if you opt out, your friends may still share public Facebook information about you to personalize their experience on these partner sites unless you block the application.In order to maintain you sense of inconspicuousness, you have to turn off acquaintance leaking as well.