Our second annual list of confusing ideas. Great list of things that the tech industry assumes that everyone knows but most humans do not. Normal people do not know how Facebook ads are targeted at them, why Bluetooth is so flaky (or what Bluetooth is), or whether they need to buy extra storage on their phones as Apple keeps nagging them about. "Everyone. At this point people hate and fear online ads for diametrically-opposed reasons: they hate the poorly-targeted ads that show them products they’ve already bought, and they fear the hyper-targeted ads showing them things the machine has deduced they might buy in the future. Until every ad on every platform has a button that displays exactly why it was targeted in clear detail, this is a no-win situation."