The encroaching creepiness of some aspects of "social media" seems to know no bounds. Content is no longer king - data is king; your data. In order to provide targeted advertisement, there seem to be few stones left unturned in the effort to provide advertisers with "the good stuff".
I what I consider to be a particularly creepy and underhanded move, Facebook appears to be trying to covertly use our ubiquitous cameras in order to determine our emotional state and tie that into the data they are already collecting.
According to this article, the patents have been filed and some already granted for this technology. Trouble is, I think we are so far down the rabbit hole at this point that many of us will probably not even be shocked at this revelation.