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Equifax’s chief executive had a simple strategy when he joined more than a decade ago: Gather as much personal data as possible and find new ways to sell it.

But anyone who understands how Facebook works shouldn’t have been surprised. That’s because the same digital platform that offers us social interaction, news, entertainment and shopping all in one place makes its money by making it cheap and easy to send us commercial or political messages, often guided by algorithms. The recent scandal is just a reminder.

Sleepy in the sheets, slick in the streets.