No one doubts that better targeted marketing and advertising can "improve" lives. The dystopian part of this scenario is vesting just two companies with so much

No one doubts that better targeted marketing and advertising can "improve" lives. The dystopian part of this scenario is vesting just two companies with so much power. For example, FB (and Twitter) have already begun restricting API access to apps that are too big or unwilling to be bought out. In the absence of an alternate (or competing) network, they control your experience (and user data). Besides the negative consequences for commerce, there are wider implications for individuals. Dictators and totalitarian regimes sincerely believe they are doing best for their people. That may not be the case.