Does your reasoning apply to other companies? Coca-cola, for example, is very interested in building profiles and modifying behavior. I estimate they're much less sophisticated w/r/t building profiles (although if you think in terms of flavors, instead of demographics, perhaps not...) They are definitely very effective in terms of behavior modification. The product does significant harm. It also hijacks an evolutionary flaw (people like other people's feedback=FB, people like sweet things=CC).