They want to monetize every aspect of your identity, whether that’s an ethnic affiliation or a preference for bean thread noodles.
The problem is that profiling somebody’s ethnic affinities has a lot more cultural baggage attached to it—to say the least—than profiling somebody’s taste in restaurants. And that’s why Facebook’s multicultural targeting scheme is getting a lotmorepushback than the company bargained for.
I often tell myself and my students: medicine is the most human of all the sciences that is stuck with the least human of all the experiments: and that is the randomized trial. Randomization doesn’t exist because doctors are malign or medicine is nasty it exists precisely for the utterly opposite reason: because we hope too much. We’re so hopeful, that we want things to work so badly-especially against cancer-we want things to work so badly that we’ll trick ourselves to believing that they’re working. And there’s nothing as toxic or as lethal as that trick: the trick of hope. — Dr. Siddhartha Mukherjee in PBS’ Cancer: The Emperor of All Maladies