There are many similarities but I think the key difference is Cambridge Analytica as its own entity sold its data (including psychological profiles of users' Facebook friends) gathered from an apolitical survey app to multiple other entities such as Donald Trump, Ted Cruz, and Brexit. So essentially a service that I never signed up for is potentially selling my presumed psychological profile to political campaigns, for a profit. I'd argue that's a bit of a bamboozle. The Obama campaign was using a similar data set but it didn't breach Facebook's terms and its intrinsically political purpose wasn't really obfuscated.