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Is that in their EULA?

Oh but my EULA says "By injecting ads into the articles I read, you implicitly agree to provide me with free resources with no obligation on my part".

That's good, I may incorporate something like this into my User-Agent.

Hah! I'm suddenly laughing and crying inside at the thought of massive Useragent strings with individual EULAs in them.

No one is ever obligated to view ads. I'm not stealing from the billboard company because I keep my eyes on the road, and I'm not a bad person because I mute the television every five minutes when NBC runs ads for things I don't want during the Olympics.

The browser is our user agent. Facebook can serve whatever it wants, but we're under no contractual or moral obligation to look at it.

In a not so distant future: https://www.youtube.com/watch?v=7tMXKQdc5ZM&t=9m

Btw. the Black Mirror TV series is awesome.

What makes you think that? I recall reading previous articles linked from HN on this very topic that Facebook most strongly values the network size they can use in marketing sales pitches (i.e. the print circulation equivalent, the "reach"), not the ad impressions specifically.