It's because there's an arms race to maximally exploit the massive amount of data they're collecting about individuals. The more specificity you can claim, the

It's because there's an arms race to maximally exploit the massive amount of data they're collecting about individuals. The more specificity you can claim, the more the ad-buyers will pay. I'm not convinced it's doing any good, but I think a draw-down would be a hard sell for all parties involved in that market.