I’m Not the Customer?
Please don’t talk about Facebook images of cats and kids. That’s not what the Facebook “crisis” is about, and it diminishes the political and cultural importance of “the platform” (even though cats and kids are also a part of the plan.)
What an existential dream: to connect everyone in the world, letting them communicate, send pictures, even show live videos to each other. Borders are non-existent, language barriers overcome, even governmental differences in law and freedom leveled. It was what we all hoped that Facebook could be, and we marveled at the brilliance and technology that allowed us to easily participate in this world experiment.
We thought we were the customer. We thought that Facebook was serving us, both individually and as a world culture. And certainly this was what Facebook encouraged us to see, a benevolent technological force serving all.
But of course, that wasn’t true. Mark Zuckerberg developed Facebook, placed it step by step into the nervous system of our culture, and worked to gain a profit. But the profit wasn’t in a fee for membership, that wouldn’t generate enough income and would limit participation. So what was the “product” to be sold, to generate income, ultimately billions of dollars?
What were people willing to give up (knowingly or not) in order to participate in the “great Facebook experiment?” If they weren’t being charged a fee, then were they getting “something for nothing.” Of course, that wasn’t true, there’s always a cost: the information that the participants gave to Facebook. It was personal data, it was movie choices, song choices, color and birthday choices, and the massive amount of commercial data. What advertisement did you click on (ultimately linking your web browsing to Facebook) and what political “trends” did you follow.
What could Facebook sell? They could trade everything they knew about you, and they could trade it to people that want to sell or convince you of something. They developed micro-targeted advertising, telling companies that they could identify their potential customers by using the incredible wealth of personal information they willingly gave to Facebook. Facebook employees were “embedded” in the buyer’s offices, to help them direct their advertising campaigns.
And it wasn’t just car parts, clothes, and music vendors. It was political entities that weren’t trying to make money, but gain a vote. They were selling their ideas and beliefs, working to convince you to believe in them. And, as we now know, it was other nations pushing their propaganda, and working to persuade or inflame you with real or fake events and ideas.
It was all for sale. And the sale price was based on volume: how many “clicks” would your particular “post” gain. And Facebook discovered what probably makes common sense: controversy and divisiveness stirs users up more than joy and unity. Sowing the seeds of “Facebook craziness” gets everyone in the argument. If you’re not sure what that’s about, check out the hundred plus comments on any post about guns these days.
So, make things crazy, let the “bomb throwers” loose, and more people get in, the volume of clicks go up, and Facebook can raise their rates.
And most insidiously, Facebook would let “others” experiment on us. That little fun “quiz” that you took, determining whether you are “emotional or stoic” not only went into the pile of your data, it gave up all of your friends’ data to the buyer as well. Facebook put that data out seemingly without restrictions – passively allowing the creation of “psychographic polling” claiming to be able to identify and motivate targeted voters.
Facebook offered their customers tons of data – about us. Somewhere in the “user agreement” we gave them permission to do it. So we did pay for Facebook use, in a new currency called “data.” And Facebook recognized the dangers and justified it. Two years ago, long before the election of 2016, a man murdered another man on Facebook Live. It was shocking and outrageous. A leaked Facebook internal memo of the time stated:
“Maybe someone dies in a terrorist attack coordinated on our tools. And still we connect people. The ugly truth is that we believe in connecting people so deeply that anything that allows us to connect more people more often is *de facto* good.”
Does Facebook believe in connecting people because it fulfills the existential dream, or the prospect of unlimited profit?
Should we abandon Facebook? Should we view Facebook as the real version of the “Skynet” (the malevolent computer system that took over the world in the movie “Terminator”) and step back? Or do we continue along the path, accepting that Zuckerberg is not working just for the “good” of mankind, and knowing that the “buyer must beware.”
Clearly we need to regulate this new, most valuable commodity, data (Zuckerberg would have us regulate advertising, but leave “his” data alone.) In order to gain the transparency that Facebook (and other platforms) have failed to achieve, intentionally or accidentally, we need a non-industry effort to gain control of the use of our data. It will be difficult because so much of what happens is proprietary to the platform, and in what to most of us is a “black box”.
But the existential dream shouldn’t be lost. The good of Facebook, opening the world and communication to all; is worth dealing with the problems. And, frankly, if Facebook was “shut down” someone else would find a way to modify the algorithms and continue the experiment. So let’s find a way to keep the good, moderate the bad, and work our way into a new world.
Hopefully it won’t take a “cyborg” returning from the future to protect us!!
“I’ll be Back!!”


