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Empiricism....the Scientific Method is first about study, and measurement, then it's about CONTROL. Facebook is already beginning the CONTROL phase of it's operations with that smiling beacon of BS Sandberg laughing off the consequences. First you measure the signals, then you control them. It's obvious to ANYBODY who has studied engineering. Go to any engineering campus and look up courses in Control Theory, look up the introductory chapter of any signal processing text, sheeple. The NSA is spending Billions not just to keep you safe. It's about CONTROL.