[tatsuke95]

>"So what makes them phony?"

Let's start with the fact that in the article, a 13-year old girl is using multiple accounts to play games, and nothing more. Yes, she logs in and is counted as an "monthly active user". Yes, ads are being served to her. That's the problem.

She's one person. But as far as Facebook (and, hence, advertisers) are concerned, she's three. Do you really believe the demographic information she's entered in the fake accounts is accurate? Do you think that she uses the fake accounts with the same commercial intent? As someone who himself has multiple accounts, I'm skeptical.