I heard the burger lady on npr this morning. I can't get that article to load, so I'm hoping they address how she knows that 90% of her business comes from fac

I heard the burger lady on npr this morning. I can't get that article to load, so I'm hoping they address how she knows that 90% of her business comes from facebook, and how hyper targeted ads are more effective than just geo-located tags. It seems like ads for her business would be good for users within 'x' number of miles/blocks/whatever of her business, and not necessarily based on their interests, correct?