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How might facebooks actions be perceived through the

Is it ethical for Facebook to mine its users' posts for signals that those users are about to go through a break up? Is it ethical for the company to then help its clients target their ads based on this research?

Is what Facebook is doing different from what other companies do?

How might Facebook's actions be perceived through the ethical prisms of utilitarianism, rights, justice, virtue, and the common good?

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