Facebook in particular is a social media way of harnessing interpersonal linkages through the net. Its model must be using those links and the information they generate to create value for advertisers. Any user of Facebook (or Amazon) can easily see how fast browsers insert ads related to one’s most recent searches. So it becomes manifestly clear that these companies are tracking us for common advertising purposes.

Much to ponder in this article. I don't necessarily agree with the dampening of 'techno-optimism' in the last sentence, but stew a while over the rest.

In the above quote, it's the "must" that bugs me. Why don't we know? There needs to be some watchdog function to make sure our data isn't being overgathered, oversold, overanalyzed and misused.

If our only method of controlling our own interests is by opting out, well ... eventually we'll opt out. We need this theorized "New Deal on Data." It'll cost social orgs $. But for an ad-free, untracked experience, I'd happily pay a monthly fee. And I know I'm not alone.