https://www.npr.org/2018/03/25/596805347/how-does-cambridge-...
Relevant quotes from Betsy Hoover the Obama 2012 online organizing director:
"So the app that everyone's referring to in this moment was an app called Targeted Sharing. It was an app that we created on Facebook that fully followed Facebook's terms of service. And any individual could decide to use the app. When they clicked on the app, a screen would pop up that would say what data they're authorizing the app was giving us access to and exactly how we were going to use that data. And so at that time, it was totally legitimate on Facebook to say you're giving us access to your social network. You're giving us access to your friends on Facebook."
"...So, you know, we got your list of friends. And then we matched it to our model, our list of voters that we didn't build with Facebook data. We built with voter history and, you know, all of the other data points that Democratic campaigns use to build models. But we matched the data of your friends to that model and then reflected it back to the person who had authorized the app..."
Sounds very similar to Cambrdige Analytica imho. In addition I don't really think that exploring how deep the rabbit hole goes is deflection, rather showing how much more pervasive this practice is than people think.