[danharaj]

I think there's another issue that being willing to be completely unethical requires such distorted thinking (for humans, anyway) that it introduces its own sort of spurious results. Just thinking about a lot of callous and inhumane psychobabble that was promulgated not too long ago, mostly dealing with people whom the researchers thought of as not-quite-as-human.

[jacquesm]

Indeed, that's another risk. But for now FB seems to have steered clear from research in that vein. Even so I can't read about FB conducting 'studies' without thinking of this:

http://www.zdnet.com/article/facebook-unethical-untrustworth...

And like in that study (which went so far as to actively mess with the subjects emotional states) I miss the 'consent' element.