Not to demonize it. It is a fascinating topic, and one of those "genie out of the bottle" type things. The tools exist, someone is going to use them, therefore everyone has to use them.
Human minds are evolved things, we have always been subject to manipulation. But now, our minds are swimming in a dense ocean of information, awash in it, noise and wisdom alike flowing through us unimpeded, and most people don't even realize this because they don't articulate it in this way. There are no borders, there are good actors, bad actors, irresponsible self serving actors, mixes of all types masquerading as each other, and probably more I didn't think of and mixes of all of it.
In the new world, you have to think about your thinking, you have to understand metamemetics, or you're swaying in the wind generated by someone else for their own ends at all times. How many of my deeply held beliefs are there because someone wants them there? How many of my behaviors are the result of someone else's planning? How many of these beliefs and behaviors are bad for me? How might I become an actor in this realm on my own mind and reclaim my agency?