It seems a large number of people are missing the point. PASSIVE data collection is expected to occur in social media and is something we are made aware of when we ‘check the box’ when we sign up. This, however, is NOT a matter of PRIVACY. The problem here is that users’ news feeds were actively manipulated in order to elicit an emotional response. This lands in the territory of experimentation by manipulation. This is not passive data collecting and should therefore require INFORMED consent.