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“All companies take your data/track you/target you with advertising” is a bad take. Even if it were true that the stuff Facebook is doing is not substantively different than what all companies do, that would not make it okay, and the fact that people were not upset about it previously doesn’t make it wrong for them to be upset now. Beyond that, what Facebook has been doing is orders of magnitude more invasive and personal than more traditional marketing/data efforts.

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