Re: don't worry, our ads aren't as effective as we told you
Thanks - that's the most relevant comment of all in this debate. I've written a piece about this (predates this one), but we haven't run it yet.
Consider that most people block out ads (and many run ad-blockers), and that behavioural targeting is soooo good, I get targeted with Club18-30 holidays, while students get targeted with retirement ads from Saga. The whole business is borked - something Zuckerberg can't admit - or at least nowhere near as effective as he wants us to believe.
The 2016 Election was a freak result, but I think this might have had more to do with it:
https://edition.cnn.com/2016/10/05/politics/trump-clinton-debate-prep/index.html - in fact, have a look at Clinton's campaign schedule for the final month.