Facebook's focus on personalizing ads has created new tools for businesses to interact with customers and to connect coworkers.
After 15 years of Facebook, the ways brands use it for marketing and advertising have changed – right alongside the way people make decisions as they scroll through a never-ending feed of information.
Facebook has been acting irresponsibly and selfishly, and promising to do better without actually improving. But that's not the whole story: The company has some positive qualities, too.
Facebook users no longer see the site as a confidant. They're struggling with how to deal with a messy codependence – and whether to just break up and move on with healthier friends.