Advertising that you as the product have to opt into! Google is at least providing a service/product they give you a shiny something while they siphon your data. I think FB is pretty straight forward they take ALL of your information that you are willing to give up and they sell it. repeatedly. without conscience. for the money. If people stopped sharing or looking where would FB be? That is my problem with cap. They can buy other companies but none of them have anything productive to offer either but I bet they sell that info too.