To Zuckerberg, Facebook’s founder and CEO, they are citizens of Facebookland. Long ago he conspicuously started calling them “people” instead of “users,” but they are still cogs in an immense social matrix, fleshy morsels of data to satisfy the advertisers that poured $54 billion into Facebook in the first half of 2021 alone—a sum that surpasses the gross domestic products of most nations on Earth.
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