[wolco2]

When you are build on a certain core you can't change who/what you are.

Facebook is built on getting / using user data to determine what to show.

Google is built on geting / using user data to determine what to show.

To betray those goals wouldn't make sense. How they go about it can change. Facebook has always gone hard and fast. They treat you more like a raw piece of meat. They will run ab tests on you and treat you like a variable in a ongoing experiment. Google has such reach that they can make minor changes and capture vast amounts of data.

Other companies are doing the same way but instead of using it to determine what to show you they use it to determine what ads look like so you can buy their product.