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This fight is being taken up by a privacy group noyb. It is not necessarily against Meta directly, but against all websites that attempt to force consent for tracking. Noyb is looking to set a precedent. Meta is the biggest company doing this, and so a win here would send the message of 'If Meta can not defend this, then a smaller website definitely can not defend this'. Noyb has been known in the past to create mass filings against companies that have a clear, well defined breach of privacy.

As to if there are bigger fights to fight. Probably. But noyb has chosen to fight this fight, and I think that is fine. Someone else will have to pick up the other fights.

Just because there are bigger fish to fry doesn’t mean people shouldn’t pay attention to this

ads are what fund these people

To maximize revenue you need to maximize the number of ads people see. To maximize the number of ads people see, you maximize the amount of time people spend on the platform. To maximize the time people spend on the platform you need highly engaging content. The cheapest form of highly engaging content is mostly composted of clickbaits, polarizing news, disinformation, conspiracy theories, etc. And when people spend most of their time with this kind of content, they tend to lose the ability to engage with serious, thoughtful, reasoned, informed, and nuanced content, first because it's hard to find and second because it requires genuine effort to consume.