Facebook is watching you, but so are those Loyalty programs. But there is no scandal with those...

The pummelling of Facebook continues with the latest being the "Memo"; this time Vanity Fair. BBC also takes them apart here. The Atlantic seems obsessed with the shallow PR-angle with its usual sophistry it is usually churns. Contrast them to the Financial Times musing that wonders how well Big Data is when ads never seem to quite align with what you actually want or need.

But there is an aspect of modern life that has that kind of Big Data -- loyalty card programs that keep a perfect track of how much you spend, where you spend, what you buy -- and then sends offers all based on your shopping profile.

And yet these loyalty programs somehow are excused from the Big Data Scare.

But then again, Loyalty Programs are not in direct competition with traditional media.

There are no shortage of places that keep track of you -- from the banks that know where you spend your money and where to government agencies who make you fill out forms with information that they already have on file. 

But none of them are competition to the industry. If the Facebook drubbing was sincere, we'd be looking at the big picture. 

But it's not looking for noble motives -- and that insincerity is newsworthy and worth examining...