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to add on to ulic's point, the reason why facebook decided to be more open, and decided to change their privacy settings is because they need more open data. if your data is opened to public (or simply opened more), facebook can use this data to generate a social trend network. with this network created based on your data, they will be able to market based on such trends, and therefore have profit. if your data was under the old privacy settings, they will not be able to gain access legally to enough data to generate a social trend.
facebook did not have a definitive marketing strategy back then. only until recently is mark zuckerberg thinking clearly about a goal for facebook. remember that facebook is a free service, there has to be a catch. the catch is your data. anything you put online has the potential to be shared to other people.
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