Facebook
Out of context: Reply #44
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The big thing here is that FB can do whatever it wants. All these "ethical guidelines" are #1 only suggestions and #2 not applicable to companies.
FB can do as many tests for whatever reason they want. The only thing that can stop them is public outcry. Legally they can use the world as guinea pigs as much as they want.
Glad I don't participate beyond a casual glance. Pretty terrifying if you have kids, though.