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“Dumb fucks.” ' Back in 2004, that’s how Mark Zuckerberg described users of Facebook for trusting him with their personal data . If the last week is anything to go by, he was right. Facebook has gone to great lengths to convince members of the public that it’s all about “connecting people” and “building a global community”. This pseudo-uplifting marketing speak is much easier for employees and users to stomach than the mission of “guzzling personal data so we can micro-target you with advertising”. In the wake of the revelations that CA misappropriated data collected under the guise of academic research, Facebook has scrambled to blame these rogue third parties for “platform abuse” . However in highlighting the apparent deceit, the company has been forced to shine a light on its underlying business model and years of careless data sharing practices.'