Remember this situation: Mark Zuckerberg in court asked about his surveillance technology, tries desperately to make an argument that being spied on is good actually, because they can shove more personally relevant ads down people's throats. Like come on man... how do you want this to be a good argument? But you think about it and realize: he is fucking rich. He might actually have a huge issue with what to buy. For him a system that learns what he likes and suggests what to spend his money on, is a system that solves his problem.