Facebook has regularly taken the position that users know what they're opting into when they use Facebook. If they want to take the position now that their use

Facebook has regularly taken the position that users know what they're opting into when they use Facebook. If they want to take the position now that their users don't understand what "tracking" even is, then Facebook was lying before when they said they had informed consent from their users to do that tracking. The advertising industry regularly wants to have its own cake and eat it too on this point. They want to say that users understand and consent to the system, but also that users are too uneducated or lazy to acknowledge that consent in any way. And to a small extent, there is a grain of truth here: most users don't understand the full extent of what tracking is and how companies are targeting them. But that's not a point in the advertising industry's favor. Companies like Facebook acknowledging that users don't know what they're opting into or out of only makes it more obvious just how inadequate their click-through TOSes and privacy FAQs always were.