[timerickson]

You and I may know that, as may the rest of the HN community, but it shouldn't stop us from trying to protect our friends and family who use Facebook unawares to these practices.

I know I don't want my mother thinking I liked a post about "2 Girls 1 Cup" – and my recourse shouldn't be to completely delete my Facebook account.

[grey-area]

Given Facebook's behaviour and CEO, your recourse should be to completely delete your account. Facebook will not change their deceptive and manipulative behaviour because they need to do these things to make money, in fact they need to do a lot more of this sort of thing to justify their current stock price. If you stay on FB your likes, comments, images from your life, and your name will be used to endorse third party advertising without your explicit consent, and sometimes that's going to be products you don't agree with, particularly if you 'like' a magazine or similar which has many advertisers. The FB terms allow this, and they have shown what they think of user privacy.