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Cambridge Analytical: the problem with big data

https://www.youtube.com/watch?v=FXdYSQ6nu-M

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I don't know about you, but this doesn't seem good. OK, maybe we don't want to throw the baby out with the bathwater; Facebook has been fun for a while and some of the promises of big data and machine learning seem great (like early diagnosis of Alzheimers or autism, for example) but what do we do about the potential for when things go wrong?

How do we stop something like Cambridge Analytica from happening again?

Or are we ready to accept the darker side that comes with big data?