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For the past 15 years, the social media revolution has been led by Silicon Valley. Facebook (following on from MySpace et al) came to define this new form of content sharing — using targeted advertising, based on personal information, to become a $1-trillion company and make CEO Mark Zuckerberg and his lieutenants the most powerful (and some of the richest) people in the industry.

After controversially acquiring Instagram and WhatsApp, Facebook broke most of its privacy promises and began assimilating these diverse data caches into one giant database. It has admitted (internally) that it has no idea who has access to this database or how to unscramble that egg...

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