We can criticize Facebook for seeking control over its users, and for using that control to do things that serve its own interests at the expense of its users' interests.
https://onezero.medium.com/how-to-destroy-surveillance-capitalism-8135e6744d59
That's the true sin of Big Tech: using deception and coercion to control users. Companies that gain this control can be reliably expected to use it in whichever ways they can get away with. They are paperclip-maximizing artificial life-forms bent on devouring the human race, not ethical actors.
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