I’m not a fan of Facebook. I lost interest a while ago and stopped using it. I’m still, however, feeling the network effect as some disciples don’t respond to email anymore and instead prefer to be engaged on Facebook. I had reason to message some family members recently, so I bit the bullet and found my login.

There was a very blatant, right-column reminder about Facebook’s exploitative business model as I navigated the Site. Take a look at the range of ads and sponsored-whatevers I was served. Untargeted. Irrelevant. Horrible.

They’ve connected a billion people on the planet and this is the world they want us using?

I’m trying hard not to bash Facebook from my middle-classed platform of privilege. But when I compare their efforts to engage with relevant information, entertainment and ads with, say, Google and Amazon: I see no signs of improvement and can only feel they are failing. They publicly state higher moral aims to connect the world and this puts them firmly in the path of my criticism.

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