I am as incensed over Cambridge Analytica's effort to microtarget, as I was over OFA's similar effort, using similar data from similar sources ... though ... Cambridge's source was an allegedly dishonest broker from what has been reported, and OFA went to the source and got assistance.
The headline isn't and shouldn't be that Cambridge impacted the election. This is obviously not true. There are other similar claims about other entities impacting the election with positively miniscule spends on adverts that are even less true than this, but they seem to be taken as gospel as being true by some.
The headline should be that we all collectively give FB, Twitter, etc. as much information as we wish, are encouraged to provide more, and thus increasing the value of us as the commodity being sold.
I resisted FB for many years, until I saw it could be used as an communication system for my family (who were not responding to emails/calls). It has some value to me there.
But the sheer scale of the humint gathering, the analytics they are putting in place, boggles the mind.
Cambridge used a bad data broker, and did exactly what OFA did 4 years earlier. Mebbe we should focus our anger on this, and demand no microtargeting using socially derived data for elections. I didn't see anyone protesting that in 2012. Why now in 2016?
That's part of an important question to answer ... as we cannot excuse violations of privacy when it goes in a direction we like, versus a direction we don't.