Its simply astounding that the "use of personal data" is seemingly coming as a revelation to anyone. What's especially ridiculous is that arms of the government (like the FTC) are feigning indignation. The US government is - by far - the biggest collector and aggregator of personal data and information in the world. Both the government, corporations, "social media companies", and everyone else with access to data has been doing the same, and using this data to create models to influence people believe and support (or buy) whatever agenda or product that respective organization is pushing. Unfortunately this latest episode of faux outrage is very much like the faux outrage that has infected our cultural landscape for the last 18 months (due to Trump). Things that have been going on for decades are suddenly being attacked as evils unique to Trump. If the net result of this selective outrage led to substantive changes in our society, then perhaps it the outrage would be a "good" thing (despite its manufactured nature). Unfortunately, its very clear that all of these practices - the data mining, the troll farms, the bot-networks, the propaganda (both public and private) - will roll forward at full steam once Trump is consigned to the wastebin of history (where he belongs). Once the reigns of power are back into the hands of a trusted steward of global US military empire (rather than a deluded carnival barker) you should have absolutely no doubt that Comcast, and GE, and Disney will direct their minions in the media to focus your outrage somewhere else.