But the change is increasingly drawing criticism, as it throws up unintended consequences – fake news highlighted, ignorance spread widely, and your data to be captured en masse. In last year’s Netflix documentary The Social Dilemma several former big tech employees laid out more dramatic charges – that users are being nudged towards certain behaviour and thoughts, they’re being monitored and tracked, our emotional buttons are being pushed without us realising it – and, if you want to control a population or country there’s never been a tool as effective as Facebook. Then on March 31 former UK deputy Prime Minister Nick Clegg, who’s now in charge of Facebook’s global communication, wrote a blog piece that has been described as ‘wilfully naïve’ – saying the Facebook algorithm is just reflecting back what you, the user, feed it.