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When you post on facebook you assume they only get what you wanted to show (let say, a photo of you in a nice tank top) The problem being that facebook also get the time of posting, the location, the people watching the photo, your age, gender, OS, browser, browsing history prior to the posting, etc... So we all believe we just let go a little innocent picture in the wild, while we've been milked for far more data ... and then those data are sold and used for profit by that rich dumb dude with duck tape on his computer.