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Ask the average user what Facebook is doing with their data and the answer will be murky. People will often say they don’t like it but can’t quite say why. Is it that Facebook is collecting data or that it is passing on that data to advertisers that bothers them? There have been warnings of the chilling effects “big data” could have on society. For instance, if our online shopping history affected our credit rating or if what we Googled impacted our health insurance. But for most users right now, those potential consequences are still too abstract. If Facebook mining our data meant that users somehow lost money or that it contributed to road deaths, they might care. But they don’t.