In December, 2020, Apple did something insanely great. They changed how iOS, their mobile operating system, handled users’ privacy preferences, so that owners of iPhones and other iOS devices could indicate that they don’t want to be tracked by any of the apps on their devices. If they did, Apple would block those apps from harvesting users’ data.

This made Facebook really, really mad.

It’s not hard to see why! Nearly all iOS users opted out of tracking. Without that tracking, Facebook could no longer build the nonconsensual behavioral dossiers that are its stock-in-trade. According to Facebook, empowering Apple’s users to opt out of tracking cost the company $10,000,000,000 in the first year, with more losses to come after that.