I'd like to add that one of their primary intentions isn't to change minds. My guess is they use this big data social media system to influence people negativel

I'd like to add that one of their primary intentions isn't to change minds. My guess is they use this big data social media system to influence people negatively. They identify independent liberal-leaning voters and influence them in a way so that they are turned off from politics and won't bother voting. So these potential voters probably see a lot of ads showing how equally horrible any candidate is, how nothing matters, and that no single vote is going to make a difference.