We know Facebook advertised to potential ad buyers that it could discern users who were depressed (Facebook told advertisers it can identify teens feeling 'insecure' and 'worthless' | Facebook | The Guardian). Theoretically by pairing medical record data to their existing data they could pretty easily start picking out traits that make it easy to identify users suffering from X. From there it’s pretty clear their plan was to target users with advertising that exploited their weaknesses.
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