Did You Know?
[on Cambridge Analytica's goal] It's all about understanding the motivations of the target audience and trying to understand at a very granular level why people might undertake a certain behaviour, whether that's joining a terrorist organisation or smoking cigarettes or eating fast food. (...) All we're trying to do is to make sure that you receive the most relevant communications; if you care ...
Cambridge Analytica sometimes contracted under a different name, so that there are no records of its involvement with some clients. Using a shifting network of names and front groups to cover their traces is part of their operations, according to former CEO Nix.
Reminiscent of a James Bond villain.