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The qualm here should be with the app developers, not Facebook. The app makers chose to use an advertisement company's SDK (Facebook) to monetize their app by sharing data and showing personalized adds.

Everyone knows thats facebook's whole business model and they aren't shy about it. If you're developing an app that collects personal data, its in your hands to make sure its shared appropriately.

The qualm should be with both. You should be upset with people selling poison as a health drink, and you should be upset with people reselling it as well.

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