>Those participants then rated themselves more sophisticated. Of course if someone frames it like that they would say they were sophisticated. What is the negative there?

An altered self image as the result of merely staring at a luxury watch advertisement is more than a little conncering. If psychological self assessment changes even in the context of a small study, what do hours of this stuff per day do to the human brain?

the precautionary principle implies that we don't run an unsupervised experiment on the psyche of two billion people on the planet which primarily serves the purpose of distributing money to facebook.