Why you keep using Facebook, even if you hate it

What happened with Cambridge Analytica highlights this perfectly. Before many people join a network, it may not be so useful. But the more people join, the more useful it becomes. That’s the network effect. Facebook is a step beyond that — it’s the network effect on steroids. This is what makes facebook so great — it knows everything about you! — and what makes facebook so awful — IT KNOWS EVERYTHING ABOUT YOU. And while its network of 2.13 billion monthly users doesn’t pay any money to use the core service, Facebook makes plenty of money — millions daily — buy selling that user data. And everyone on the site agreed to this when they signed up.