Facebook Thrives on Criticism of ‘Disinformation’

They’d rather be evil than incompetent

The mainstream critique of Facebook is surprisingly compatible with Facebook’s own narrative about its products. FB critics say that the company’s machine learning and data-gathering slide disinformation past users’ critical faculties, poisoning their minds.

Meanwhile, Facebook itself tells advertisers that it can use data and machine learning to slide past users’ critical faculties, convincing them to buy stuff.

In other words, the mainline of Facebook critics start from the presumption that FB is a really good product and that advertisers are definitely getting their money’s worth when they shower billions on the company.

Which is weird, because these same critics (rightfully) point out that Facebook lies all the time, about everything. It would be bizarre if the only time FB was telling the truth was when it was boasting about how valuable its ad-tech is.

Facebook has a conflicted relationship with this critique. I’m sure they’d rather not be characterized as a brainwashing system that turns good people into monsters, but not when the choice is between “brainwashers” and “con-artists selling garbage to credulous ad execs.”