An ad for a golf ball hat is a pretty benign use case but that exact same approach could be used in much more distasteful ways. For example, suppose depressed

An ad for a golf ball hat is a pretty benign use case but that exact same approach could be used in much more distasteful ways. For example, suppose depressed people are more likely to buy expensive impulse item X. Person A is depressed. Lets show them ads for item X! That would be a nicely profitable strategy that could emerge organically out of a sophisticated ML ad targeting model, something like... AdWords.