Facebook has claimed that users already have extensive control over what information is made available to advertisers, but that’s not entirely true. When I asked the company last year about whether it used shadow contact information for ads, it gave me inaccurate information, and it hadn’t made the practice clear in its extensive messaging to users about ads. It took academic researchers performing tests for months to unearth the truth. People are increasingly paranoid about the creepy accuracy of the ads they see online and don’t understand where the information is coming from that leads to that accuracy. It seems that, when it came to this particular practice, Facebook wanted to keep its users in the dark.