Consider the saying "you are the product" about these things. If you are the product who is the customer? Advertisers. It's about selling to advertisers. It do

Consider the saying "you are the product" about these things. If you are the product who is the customer? Advertisers. It's about selling to advertisers. It doesn't matter so much whether or not it would actually work, just that it offers ad vendors a new "blue crystals" feature to sell. Micro-targeting segments the market more finely, allowing higher prices to be charged overall while giving advertisers the illusion that prices are lower.