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If you're on Facebook you're not the customer. You are the product. Advertisers are the customer. They probably already knew how many volunteers there were going to be. Plenty, because these are people who are perfectly comfortable telling the whole world what their cat just threw up, what their boyfriend said about their butt or what they like stuck where and why.True. But in this study, most of the facial features used were what the authors classified as "transient" (facial hair, glasses, expression, et al.) Therefore they could be changed.
What amazes me is that approx. 100,000 facebook users voluntarily provided their information and took a 100 question personality assessment in exchange for nothing more than the results of their personality assessment. Even more amazing is that a "popular dating website" provided personal information and images of approx. 1,000,000 users, in exchange for what?? $$$ maybe?. I wonder if the users realized the terms of service they consented to permitted this. I doubt it. Who reads terms of service, right?