I don't think Cambridge analytica is relevant here. The researchers there were shady and not transparent from the get go. They hid their true intentions by masq

I don't think Cambridge analytica is relevant here. The researchers there were shady and not transparent from the get go. They hid their true intentions by masquerading their research tool as a game. They never invited third parties to scrutinize their work, all in all they acted just the opposite from how the Ad Observer team acted. Trust is difficult, but it's mandatory for a functioning society. We have tools to appreciate trustworthiness, transparency is one of these tools. Not being for profit is another good indicator.