i'm sorry...maybe i'm missing something...but this idea of hyper ad targeting based on mining opt-in user data from social networks (lets call them what they are- user-facing, opt-in databases) is not a new concept...why is everyone so up in arms as if this is a novel concept? i understand that now Facebook may be the first to actually leverage this now with the help of its MS partnership...but its not shocking or new. can someone fill me in on why everyone is acting like this is so novel??