Try going around a park photographing what everyone is doing. Further, start giving selectively (to kids and other vulnerable people) lollipops in exchange for

Try going around a park photographing what everyone is doing. Further, start giving selectively (to kids and other vulnerable people) lollipops in exchange for them identifying everybody in their friends and family circle by name. At best you would be chased out of the park. At worst you would be lynched. The cry to identify "real harm" is insidius and malevolent. There have already been documented instances of political manipulation. Given the opaque nature of the sector and the massive leverage it affords its very likely this was just the tip of the iceberg. Risk management is not just making sure you dont die of food poissoning today. It is also about avoiding that heart attack that will come decades early. Again, its not about the act of advertising as such. It is the behavioral profiling that is the toxic practice. What grave harm can behavioral profiling possibly insert into policing, medicine, finance, education, relations with state and corporate employers etc? Its not even a rhetorical question. Its a societal disaster of historic proportions. The moral bankruptcy of the adtech industry is not just the original sin of rolling this practice out, but, (after they have been outed) to pretend that they have this under control. That it is a sandboxed environment. It is not. The digital domain is interconnected and leaky. Economic and political dynamics is unpredictable and all the above mentioned domains come into play with adtech itching to expand its reach. Its not a "new right" that people to defend, the framing is again odius. Who gave the right to certain entities to institute mass surveillance? They simply abused the lack of regulation. Moved fast and broke things. At stake are fundamental questions about human agency, transparency and accountability of the actions of organised enterprise (and public sector), and the very nature of our social systems as we move deeper into the digital era. The start of that era is certainly dystopic-looking with unscrupulous private sector and captured governments. The major question is if the (unexpected to be honest) principled stance of the European Union will help boot into an alternative operating system.