It could furnish a new source of data to target adverts, making up for user information Facebook will forgo with the " pivot to privacy" , which Mark Zuckerberg, its boss, proclaimed in March in respect of messaging.
The obvious advantages are money, I mean, when you're famous, everybody wants you to do things: be on adverts, do speeches, just loads of things, so you earn lots of money.
And until this very moment, maybe you didn't think twice about it, and nor did I, until I answered a 20-word cryptic advert to become an intellectual property investigator.