What if down the road advertisers discover that personalized ads is bs and standard non-personal ads work as effectively? What if FB/GOOG are just interested in supporting the hype around it for their own benefit?
It's not just about personalized ads. That's only the happy revenue stream they'll talk about. The others aren't so spinnable.
Second, s we've learned recently, they also sell your data to others for whatever they want to use it for. The third of course is government surveillance. And fourth is face recognition services: they got in trouble for having that feature on platform but who knows who they're selling it to.
