Great question. Let me first answer the meta question that i see all the time, from someone who studies systems science. There’s a supposed “crisis” with the scaling of X that involves millions or billions of people, and our largest societal institutions. Here’s a simple folksy example of x that’s not really much of a problem, how is that different from X? The answer is always the same, because scale matters, always.

In this case, here’s why scale matters. We know these ads work. On an individual basis let’s say you have a 0.31% chance of buying a thing you wouldn’t have otherwise. On this individual scale it seems like no big deal, certainly no amoral or unethical undue influence. On a massive scale however a 0.31% increase makes the advertiser a lot. AND there’s a network effect because desire is contagious, so the more people that buy, the more others will want - double winner. Now let’s say there’s a organization that wants to push some new technology into people’s lives, let’s say voice assistant smart speakers. At scale this doesn’t just sell smart speakers, now 5% of homes have one, and this now has the power to fundamentally change a small slice of culture more broadly as it becomes more common, ubiquitous, and relied upon. And the drift in a small slice of culture drifts the ultimate the trajectory of our civilization - simply by using small but statistically proven edge to influence people. Not to mention in this case, it further entrenches this power of corporate data collection and influence! And now, imagine instead of selling smart speakers, an organization wants to push a political idea, let’s say for example, that democracy is an conspiracy built by elite bankers. I think you can see where this goes.