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>Is "Naïve" an accurate word here?

No, it's not at all accurate. It's surveillance capitalism, making money with the attention of people, manipulation and violation of privacy on a massive scale, using addictive mechanisms and networks to keep them engaged.

The public is only now recognising how damaging it is to democracy, personal relations and intimacy among other things, but companies like Facebook knew this for a very long time already, it is their business model.



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