that was my thought too. It'd be interesting to know the scenario planning that went on before FB decided to place these ads: 1. What's the risk that it backf

that was my thought too. It'd be interesting to know the scenario planning that went on before FB decided to place these ads: 1. What's the risk that it backfires? It's pretty much guaranteed apple will respond if there's any sense of negative apple sentiment (i.e. FB's ads gain any meaningful traction). Apple is on pretty strong ground I'd imagine: "Here's why we did what we did - let us explain what FB is doing...". So FB's ads might actually create an escalating war of words that has the side effect of increasing consumer awareness of tracking. 2. It's such a material risk that FB have to do something, even given the backfire risk 3. FB is so resolute in it's belief that what it's doing is fine, and society just needs to suck up the reality of a post-privacy world 4. Something else. Whatever the answer (and it's probably far more nuanced than any above), it's clearly hurting them. Can't say I'm sorry about that. -- EDIT: fixed typos