The discussion about Facebook is very concerned about how a political campaign we don't like harvested user data, but not about how Facebook itself illegally gave user data to another political campaign it liked.
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Interaction with your social graph is how they get you to willingly submit to their business model, and to call it advertising is an understatement, unless advertising and psychographic profiles are now synonymous.
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Advertising is the provision of an attack surface for corporate minds to hack bio minds. If advertising platforms compete, then the greater sophistication of that attack surface is going to be inevitable.
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