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The thing these articles usually miss is that the potency of any innovation is inversely proportional to its prevalence. Yeah, Facebook can A/B political ads... but the more wiggly Facebook gets with their messaging, the less trustworthy it's considered to be by everyone. Trump was very much elected by "fake news" but now that the phrase is out there, it's led to a general distrust of the news media by all sides. The NSA vacuums up pretty much every bit of metadata they can find but the more they rely on metadata the less HUMINT they collect etc etc etc.