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Facebook has made itself so necessary to the online experience that for many people it is the internet.
Facebook成功变成了人们网络生活必不可少的一部分，以致于在很多人眼里，互联网就等于Facebook。
And that is causing some major problems when it comes to user data, and security.
正因为如此，才引发了一些重大的用户信息安全问题。
You can trace a lot of these problems to a phenomenon called “the network effect”.
而这些问题很多都可以联系到所谓的“网络效应”上。
I think the first time I ever read about this, they were talking about fax machines, right.
我想，网络效应最早的应用是在传真机上没错吧。
The first fax machine is invented, it's totally useless.
第一台传真机横空出世时基本上一无是处。
But the more people who have it, the more useful it becomes, because you can communicate with other people.
但随着拥有传真机的人越来越多，传真机也就变得越来越有用了，因为你能用它跟其他人交流。
Facebook is network effects on steroids, right? It’s an event calendar, a contact book, a photo album,
Facebook可以说是加强版的网络效应对吧?它不仅仅可以充当我们的日历，通讯录和相册，
it’s texting, video calling, money transferring SOCIAL NETWORK that makes millions of dollars a day.
还是集发信息、打视频电话和转账于一体而且日收益可达数百万美元的社交网络。
“A million dollars isn’t cool, you know what’s cool?” Two billion people!
“一百万不算厉害，你知道怎样才算厉害吗？” 拥有二十亿的用户！
And at that size the network effects push Facebook beyond useful, to pretty much being integral to daily life.
有了如此庞大的用户规模，在网络效应的作用下，Facebook已经变得不止是有用这么简单了，简直已经成了人们日常生活必不可少的一部分。
It's not just that you personally would miss stuff if you went off Facebook, but it would almost be rude, right?
退出Facebook不仅会导致用户错过一些信息，甚至还会让人觉得有点儿不礼貌：
It could be an inconvenience to your peers, for you to not be on Facebook, because then they couldn't invite you to things that way.
你可能会给同龄人带来不便，因为你要是不在线的话，有事的时候他们就没办法通过Facebook联系你了。
So you create a problem for yourself, and you create a problem for other people by opting out of it.
这样一来岂不是给自己添乱也给别人添乱嘛。
This FOMO is how Facebook turns the network effect into profit.
Facebook正是利用这种社交恐惧症把网络效应变成了它盈利的途径的。
Even though no one pays to use the core service. But advertisers, marketers, and other folks WILL pay for user data.
尽管用户使用Facebook的核心功能不用付费，但广告商、营销人员等人获取用户数据就要付费。
And because users feel that the free core service is so beneficial, they agree to pay, in a sense, by providing that data.
而且，从某种意义上来讲，用户会因为认可Facebook免费的核心功能，而愿意以提供个人信息的方式支付其使用费用。
Yeah. Read those Terms of Service.
没错，看看服务协议就知道了。
What happened with Cambridge Analytica illustrates how our personal boundaries for using that data in the real world are being tested.
剑桥分析公司爆出的丑闻表明，我们在生活中使用这些数据的个人界限受到了考验。
The consulting firm, hired by the Trump campaign for the 2016 election, exploited access to the data of millions Facebook users.
该咨询公司，2016年特朗普大选雇佣的就是这家公司，陷入丑闻就是因为它利用了获取上百万Facebook用户个资的权限。
Now, Facebook allows academic researchers more access to user data than commercial companies and app developers.
现在，相比商业公司和软件开发商，获取用户数据时学术研究人员有更大的权限。
So a researcher built this personality quiz app under those guidelines.
某研究员就是利用了这些规则开发了这款心理测试软件。
People used it and in doing so, allowed it to harvest data from their Facebook profiles.
使用软件时，人们会允许程序获取他们的Facebook个人资料。
But no one really read the Terms of Service, because it also gave the app access to some data on the friends of the people who took the quiz.
然而，没有人认真阅读服务协议，因为服务协议中规定了软件还有权获取测试用户的朋友信息。
These are friends, who did not directly consent to the terms of the app.
而这些朋友并没有直接认可该软件的服务协议。
Only 270 thousand people took the quiz, but by Facebook’s latest estimate, the app was able to harvest the data of at least 87 million users.
结果，接受测试的用户仅有27万，而Facebook最近的判断显示，该程序获取了逾8700万Facebook用户的个人资料。
Here’s the kicker: this was all above board… the data collection didn’t violate any rules.
让人意外的是：这些操作都是光明正大的……他们获取这些数据的行为没有违反任何规定。
But what wasn’t allowed was handing over that data, collected for “research purposes”, to Cambridge Analytica.
但该程序没有得到许可就将把这些数据，名义上是“作研究用”的数据，分享给了剑桥分析。
And when it came out that Cambridge used all this data to develop techniques to target voters during the 2016 election, people were not happy.
当剑桥分析把这些数据用到开发拉拢选民的技术时，大家就不高兴了。
And users wanted to know why Facebook was allowed to do this.
用户们想知道为什么Facebook可以这么做。
When you have executives saying, "It's our responsibility to do x."
当Facebook公司的高层告诉大家，“做……是我们的责任。”时，
A good question to ask is, in what sense is it your responsibility? Is it your legal responsibility? Or are you just saying you'll feel bad?
一个很重要的问题是，从哪个层面讲是他们的责任？法律层面吗？还是只是说他们会良心上过意不去？
The situation with Facebook is unique, in that there are no legal responsibilities at all,
Facebook的情况比较特殊，因为这一事件不像金融机构、医疗记录之类的东西，
which is different from financial institutions, medical records, other kinds of things like that.
可以追究法律责任。
Even though angering its users might seem bad for business, Facebook isn’t doing anything unexpected here in regards to your data.
尽管惹恼用户可能对Facebook的生意不利，但在使用用户个资上Facebook没有任何过分的行为。
Because the aunts and high school friends and work acquaintances on Facebook aren’t just the users of the platform.
因为用户在Facebook上的那些叔叔阿姨，高中同学以及同事不仅仅是这个平台的用户，
They’re also the product.
他们也是这个平台的产品。
And Facebook sells that product — all of that data — to advertisers who want information about potential customers.
Facebook就把这些产品——也就是所有的数据——卖给想要获取潜在用户信息的广告商。
Which is how Facebook makes millions daily without charging you to use it.
Facebook就是这样不收用户任何费用还能日赚上百万美元的。
When you look at it this way, Facebook is very, very good at what it does…even if the people spending the most time on it don’t actually like it that much.
认识到这一点，大家就会发现Facebok在这个领域非常得心应手……即便人们大部分时间都在上Facebook却并不怎么喜欢这个平台。
And that's why I think it's important to see that, as far as we can tell from the research that's available,
正因为如此，我才觉得认识到下面一点是非常重要的：用Facebook对用户其实并没有什么好处，反而会让大家产生孤独感、压抑感
Facebook is not really good for its customers, it makes people feel lonely and depressed.
至少从当前可获得的研究资料来看是如此。
Matt’s referring to this study, by the University of Copenhagen.
Matt提到的研究就是哥本哈根大学所做的这项研究。
It compared how participants self reported various emotions before and after quitting facebook for a week.
该研究对比了用户在使用Facebook期间以及停止使用Facebook一周后的各种情绪。
It's a good reminder that, while Facebook does exist to do things like connecting you with friends, and helping you find events,
该研究结果很好地提醒了我们，尽管Facebook是为了帮助我们跟朋友交流以及跟进最近发生的事情，
that's secondary to the platform’s business goal of mining your data.
但大家不要忘了，比起挖掘用户数据这一商业目标，交流什么的都是次要的。
Put another way: Facebook only cares that you’re using Facebook, not whether you like to use Facebook.
换句话说，Facebook在乎的只是你有没有用Facebook，而不是你喜不喜欢用Facebook。
Which is why the main selling point is that everyone is on Facebook.
正因为如此，Facebook才把“所有人都在用Facebook"定位为它的核心卖点。
Because at roughly two billion users…those network effects likely aren't going anywhere.
有了多达二十亿的用户规模，这些网络效应恐怕还会继续发挥作用。
And whether you like them or not, you probably aren't going anywhere either.
而且不管你喜不喜欢，你也很可能会继续留在这个平台。
