"The Facebook folks countered that such specific targeting would be very expensive. Under Facebook’s auction system, advertisers compete for limited slots in th

"The Facebook folks countered that such specific targeting would be very expensive. Under Facebook’s auction system, advertisers compete for limited slots in the users’ news feeds; the more targeted the pitch, the higher the cost for reaching each 1,000 people. With only a small pool of targets, R.B. would be competing with other brands that wanted to reach those same people, forcing it to pay more to be the advertiser that won the slot." If you go for the more general targeting doesn't that mean your ads are just going to be scraping the bottom of the barrel, served to people nobody else wants to target? I understand how this is in Facebook's best interest but fail to see how it benefits the client. If you know your customers are those who care about heart health it seems like targeting others and having to convince them first to care about their heart and then to buy your product seems like a huge barrier.