The problem is that we don't know how, how, or why (although, of course, the near-nultimate "why" is likely profit.) Facebook is a publicly traded company. It

The problem is that we don't know how, how, or why (although, of course, the near-nultimate "why" is likely profit.) Facebook is a publicly traded company. It may have novel negative externalities, but we're largely comfortable with its impact: maximizing shareholder value. When Facebook manipulates us, we feel we can hold it accountable as an institution. We're wrong, but we're complacent. With these mystery accounts, we're out of our depth. We do not know "cui bono," and that's eerie.