It also doesn't hurt that the Bayes theorem is at its heart a map-reduce problem. Where once Bayes' theorem was considered a cumbersome artifact for "brute forcing" probability, it's now likely faster than competing methods of statistical analysis.
We almost seem to be getting to the point in ad targeting where demographics are expressed in terms of a set of bayesian properties. You don't even care what the properties are; just that they're potentially more willing than average to use your product.