Geez, it's creepy to see some of the microniche ads placed next to my Gmail account. I don't go on FB much so I haven't focused heartily on those. Obviously some entity, whether it's supposed to be an inhuman algorithm or a handrubbing Peter Lorre type, is reading my gmail and selecting ads for me personally (O Joy!) based on what I sent to another individual. Is it supposed to make it less of an invasion by having the data collection and analysis done by something impersonal? (Of course, you don't know if it's impersonal. If the coin of the realm is information, then Google and FB have the Midas touch.)
So much of monetizing the Internet (in other words, selling ads) is based on the pretense that what citizens write is private. But of course it isn't. So the companies profiting pretend and give lip service to the notion of privacy and encourage their supplicants to believe in it when they know full well that all their thoughts and dreams are accessible, marketable and blackmailable. Knowledge that nothing is private is like knowledge that we're going to die. You push it into the back of your mind and try to forget the inevitable but sooner or later it's going to bite you on the ass.