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Turns out Cambridge analytics might have been practically useless https://www.wired.co.uk/article/cambridge-analytica-facebook-psychographics https://www.wired.

• InitialLastName 6y ago
  That's not what the article you posted is arguing. The article is arguing that the data they collected directly through their trojan apps is not particularly useful, NOT that the full connection graphs (including data drawn from connections of users who didn't use their app) they collected and allegedly used to target advertising is useless.