[iiiggglll]

> A third line of attack is likely to become important soon, perhaps as soon as next year. Former Facebook executive (yes, another dissident insider) Antonio Garcia-Martinez argued earlier this year that Facebook's ad targeting based on data collected from users is essentially unethical (and also that Facebook oversells its targeting ability).

That last parenthetical about overselling points to a fourth line of attack: fraud. There's been a lot of rumbling for years that FB (and Google for that matter) are not doing enough to combat fake clicks / views / likes and are essentially ripping off advertisers. If everyone smells blood in the water all of a sudden due to these other issues heating up, there could be a lot of pressure on these companies to provide more transparency. That could bring their revenues way down.