Ideally, Facebook would: (a) become an ad-free service with paid tiers (b) run ads, but no targeting (think back to the scattershot of early internet ads) (c) run ads w/ targeting (but maybe less/more than there is now) (d) transition to a non-profit, a government entity, etc.
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e) there is no real problem here
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"but maybe" is a loaded qualifier
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