I feel this article is making the error of equating a service not having ads meaning it is offering privacy.
Facebook creates shadow profiles of individuals who don’t even use the social media service, so they are in the business of data collection and identifying people.
A service not having ads does not mean it is private.
most people care about privacy, just not enough to do what is necessary to protect it. Then they try to justifiy it to themselves by acting like they don’t care.
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