Facebook made the internet a home for a billion people. Mr Rushkoff is certainly an important voice, but I'll play devil's advocate. We can never know the initi

Facebook made the internet a home for a billion people. Mr Rushkoff is certainly an important voice, but I'll play devil's advocate. We can never know the initial motives or future designs of Zuckerberg et al, nonetheless these actors have built products/services that people demand. They have introduced advanced technology to vast swathes of people, familiarised them with computers, and drawn them into (the periphery of) hacker culture. Hypothetically, more intelligent/predictive advertising should decrease the quantity of ads we see, and work in the favour of local firms. AI (including predictive-advertising) has the potential for good. People want to support local businesses. With the introduction of localised / native advertising, there is the potential for the business next door to 'get you' as a customer, as opposed to Amazon etc. The 'last mile' problem might work in the favour of small firms.