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Facebook and Google would realise that their predictions are poor. All the matters is that they are definitely better than nothing at all and better than a purely random choice. After all, they present a huge number of these each days only need a small proportion of responses.

What may happen is that these companies will limit or exclude more ads that may be offensive. I expect that they, especially Facebook, already do that with anything sex related. Condom ads tied to keywords of boyfriend or girlfriend would cause a lot of community reaction.


Ken: No disagreement there. In fact, their business models provide incentives that put the interests of advertisers above users. Another fundamental issue at play is the fairness issue: optimizing the average does not lead to individually optimal outcomes. Given what we said, is there hope of change in the way data scientists approach predictions?

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