In traditional markets, firms make goods to satisfy the preferences of consumers. But the market on social media and the internet exists to serve the needs of the advertisers, not the consumers. These markets sell information about their users to advertisers.

On social media, users"pay" for free services by giving up their data to unspecified third parties who use it to expose them to tailored ads. This economic model is driving online platforms to exploit their users' cognitive limitations and vulnerabilities.