No honor among (ad-tech) thieves
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It shouldn't come as a surprise to learn that a company that uses dishonest tactics to spy on you for profit will also use dishonest tactics to sell the resulting surveillance data.
The only reason this wouldn't be obvious is if you've fallen into the trap of thinking "if you're not paying for the product, you're the product." Companies that cheat when the opportunity arises will cheat everyone: customers, users, regulators, suppliers and employees. You're the product if the company can get away with making you the product:
https://pluralistic.net/2022/11/14/luxury-surveillance/#liar-liar
The digital surveillance swindle is a con from top to bottom: it's not just that they spy on you, it's also that they lie to you about how and why and where they spy on you and what happens to the data they swindle out of you. They're not just cheats, in other words โ they're also liars.
Of course they're liars! If their terms of service were honest, they'd say something like, "By being desperate enough to use this product, you 'agree' that we're allowed to come over to your house and punch your grandmother, wear your underwear, make long-distance calls and eat all the food in your fridge."
So they lie like crazy. But they don't just lie to us: they lie to the people they sell our surveillance data to as well. Of course they do! Those people are the ones giving them the money! By tricking the people paying for the product, these surveillance swindlers can get them to pay more!
This is the basis of Tim Hwang's essential 2020 book Subprime Attention Crisis:
https://pluralistic.net/2020/10/05/florida-man/#wannamakers-ghost
Core to Hwang's thesis is that these ads aren't just dangerous, they're also ineffective. The danger of these ads is the erosion of privacy and the mobilization of private data for state repression and fraud, but not particularly for persuasion. The idea that ad-tech companies have realized the ancient dream of building a mind-control ray via the novel technique of "hacking your dopamine loop" is a story that the ad-tech swindlers cooked up to help them sell ads:
https://pluralistic.net/2021/09/30/dont-believe-the-criti-hype/#ordinary-mediocrities
Critics who repeat these outlandish claims are helping these companies sell ads to credulous advertisers, who are getting robbed to the tune of hundreds of billions of dollars. This is the process that Lee Vinsel calls "criti-hype," which is when you "take the sensational claims of boosters and entrepreneurs, flip them, and start talking about 'risks'":
https://peoples-things.ghost.io/youre-doing-it-wrong-notes-on-criticism-and-technology-hype/
Criti-hype is satisfying because the hype itself is so fantastically overblown. These companies claim they're going to save/destroy/conquer the world, transform the very nature of humanity, etc, and so critics who repeat those claims (brackets derogatory) can style themselves as defenders of the world and humanity itself.
This is also a very profitable style of criticism: there's a huge commercial market for people who claim to be defending the world from conquest by evil dopamine-hacking sorcerers and/or superintelligent paperclip-maximizers that can chatbot you into killing yourself and/or voting for Trump (brackets derogatory).
The opposite of criti-hype is materialistic criticism, grounded in independently verifiable claims about how these scams work. To be a good tech critic, you need to start by assuming that a company that lies to its users about what it's doing is perfectly capable of lying to its customers and investors about what it's doing (that is, "even if you're paying for the product, you're still the product").
That's demonstrably, verifiably true of the commercial surveillance industry. Commercial spies lie to their customers like crazy, and always have. Think of the department store magnate John Wannamaker's famous quip that "half my advertising dollars are wasted, I just don't know which half." Man, did someone ever do a sell-job on old Wannamaker: imagine believing that only half of your advertising dollars are wasted. Today, thanks to creepy ad-tech analytics, we know that the true figure is around 99%.
Hwang's book documents lots more ad-tech fraud that's every bit as audacious as the Wannamaker-era con-jobs. For example, there's the fact that when Procter and Gamble zeroed out its $200m/year surveillance advertising program, they saw a zero percent drop in sales because (to a first approximation) all $200m of that annual spend was disappearing down the fraud-hole.
There's been plenty more examples since, rivaling previous eras for audacity and outlandishness. In 2023, Mozilla Labs investigated the ways that modern cars spy on their drivers and concluded that, when it came to privacy, cars were "the worst product category" they had ever evaluated, and recommended that you not buy any of the cars currently offered for sale:
https://www.mozillafoundation.org/en/privacynotincluded/articles/its-official-cars-are-the-worst-product-category-we-have-ever-reviewed-for-privacy/
