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Hook, hold, harvest and hide: Meta's alleged strategy laid out in first week(theguardian.com)
129 points by sbulaev 4 hours ago | 68 comments
Aurornis 28 minutes ago | parent | next [-]

In the opening sentence:

> according to a lawyer who is prosecuting the world’s largest social media company.

The headline makes it sound like something internal at Meta got revealed. The catchy four-H phrase is the clever hook the lawyer came up with to try to hold the jury’s mind through the case.

If you’re unfamiliar with how these trials work, the lawyers are trying to create a compelling narrative to support their case and catchy phrases that sound like marketing lingo are often used. This wasn’t some internal Meta doc that got revealed.

DiabloD3 22 minutes ago | parent | next [-]

Its the same way "embrace, extend, and extinguish" was coined. "Embrace and extend", without extinguish/exterminate, was used in Microsoft corp docs that were handed to the DOJ during the famous antitrust case, but it was the DOJ that turned it into EEE after realizing what "embrace and extend" actually meant in the broader context of Microsoft's machinations.

The DOJ's clever hook won them the case.

mmahemoff 11 minutes ago | parent | prev | next [-]

I can see how the title is misleading, but I would have been shocked if it was internal Meta jargon. Execs at all the big tech companies nowadays have a culture of avoiding slogans that could be deemed overly aggressive. Even “Move fast and break things” was technocratted into “Move fast with stable infrastructure” after Meta went public.

xeonmc 26 minutes ago | parent | prev [-]

If the gloves don't fit, you must acquit.

phyzix5761 an hour ago | parent | prev | next [-]

I hope people can see Meta is funding the other side in order to get Child Safety laws passed so they can have an out when children use their parent's device and Meta spies on them. Child Safety laws are just mass surveillance in disguise which has always been Meta's game plan since day one.

tikimcfee an hour ago | parent | next [-]

Dissolve the company. Jail the C levels. End of story.

If this ends in another fine to put into a ledger book I'll scream. The fine ends up back in their pockets in months in the form of loans and grants and tax avoidances and so on.

The world no longer needs Facebook and its leaders. It does not need its technology. It does not need the ideas of the people that are there. If you are still working there, you are complicit in acting in a company that is actively seeking to control a populous.

I understand it's hard not to work for "big tech" and not work for a company trying to control populous.

So yes. I agree. Stop letting them play games with the rules we spent generations putting in place to protect our citizenship.

jerf 37 minutes ago | parent | next [-]

"If this ends in another fine to put into a ledger book I'll scream."

You may need this: https://eathealthy365.com/learn-to-scream-like-a-pro-the-def...

dylan604 an hour ago | parent | prev | next [-]

> If this ends in another fine to put into a ledger book I'll scream.

Get your pillow ready, because this is the only thing that'll happen if the verdict goes against them. Of course, the verdict could go the other way so no fine is levied at all. Maybe get a second pillow just in case

abirch 39 minutes ago | parent [-]

Buy a copy of Careless People to read between the tears.

rhyperior 6 minutes ago | parent [-]

Fascinating story. The author was hopelessly ignorant and guilty of facilitating, but the execs were so devoid of anything approaching ethics or morality. Explains a lot if true.

shit_game 42 minutes ago | parent | prev | next [-]

> The fine ends up back in their pockets in months in the form of loans and grants and tax avoidances and so on.

More importantly and less often talked about, these fines end up back in their pockets because Meta is a defense contractor in all but name. Governments gladly buy data from these companies; the US hapily buys data because it circumvents the 4th amendment. The reason the US does not have strong data privacy laws is because strong data privacy laws are antithetical to big tech, technofascism, and a surveilance state. Yes, the people running these companies are doing evil unto the world for profit, and arguably yes, they ought to face justice for such, and yes, what they are doing ought to be illegal because it is morally wrong and incredibly damaging. But when that justice is monopolized by the same governments that rely on these evil acts to fulfil their desire for power and self preservation, nothing will happen. Meta has been complicit in multiple genocides, yet you will never see it on any lists that harm its business.

roosterIllusi0n an hour ago | parent | prev [-]

Voters put big tech in charge. Blaming the people who need jobs to not be homeless instead of the people who continually vote for billionaires to abuse everyone is ridiculous. Did you go door to door telling your neighbors to vote against the current president and his party? Voters are the ones voting for our current hellscape. It can only be stopped with voting.

gruez an hour ago | parent | prev | next [-]

>Child Safety laws are just mass surveillance in disguise which has always been Meta's game plan since day one.

I thought they were pushing for on-device age verification, which from a "mass surveillance" perspective is pretty bad? If you wanted mass surveillance, you'd want mandatory ID verification by sites and/or government SSO, both of which allows you to capture a persistent identifier. Of course, meta isn't doing all this lobbying out of altruism. Doing on-device verification means they're off the hook for it, and google/apple has the shoulder the burden instead.

dsabanin an hour ago | parent | prev [-]

I seriously doubt that the FaceMash guy was planning mass surveillance from day one. The people who propped him up might have, though.

phyzix5761 an hour ago | parent [-]

FaceMash is a very primitive example of mass surveillance and data gathering: use people's pictures without their consent, collect the social rankings in a database somewhere.

erelong an hour ago | parent | prev | next [-]

Sounds like the lawyer's spinning what any successful business does with trying to acquire customers and serve their needs as though they were dealing drugs (granted, the line can be blurry between things that are simply enjoyable versus that which is more strongly addictive - some people get "addicted" to eating, but we can't really ban food, for example)

tikimcfee an hour ago | parent | next [-]

Perhaps, then, it's a matter of degree like most things. And perhaps, again, "what most businesses do" is not really a good defense to hide behind?

I'm so tired of the whatabouts and the normalization and the pretending like this billion trillion whatever company has does anything but take advantage of its power to defend itself with slants and lies that any normal person or small group could never get away with.

You can be a big company and not be pointedly or maliciously harmful to society. Facebook is not that. And no, I will never refer to it as "meta" to allow yet another opportunity for these people to sane wash their behavior.

We know who they are. We know what they choose and chose to do. Let the tattered and broken laws of the world actually do something.

"What normal businesses do"... sheesh.

gruez an hour ago | parent [-]

>And perhaps, again, "what most businesses do" is not really a good defense to hide behind?

If you're doing what every one else is doing, but only you are being prosecuted, that's reeks of political motivated prosecution.

Avicebron an hour ago | parent | next [-]

Or industry-wide cancerous practices only now being addressed in some way.

georgemcbay 28 minutes ago | parent | prev [-]

> If you're doing what every one else is doing, but only you are being prosecuted, that's reeks of political motivated prosecution.

Not necessarily. Even government resources are finite.

If you are doing what everyone else is doing, but only you are being prosecuted (currently), it could be (and often is) because the people doing the prosecuting have limited resources, and the best practical course of action for them is to go after one highly visible target and get a ruling that will spook everyone else into self-correcting (or be the next largest target).

afpx an hour ago | parent | prev [-]

Yeah, that doesn't fly with most Americans. Sounds a lot like the Sacklers - welp, can't ban pain meds, so might as well just addict as many as we can to opiods and take as much money as we can before they die

I wouldn't be surprised if Zuckerburg and Sackler were 4th or 5th cousins, they act so similar

koolala an hour ago | parent | prev | next [-]

This HHHH strategy phrase is made up by these lawyers. It's not like the Microsoft version their mimicking where Microsoft actually said it. It makes the headline misleading like it alleges they said it internally as their strategy.

beering 28 minutes ago | parent [-]

My local grocery chain does the same HHHH strategy:

1. Get new customers 2. Retain them as customers 3. Track what the customers do 4. Keep internal operations confidential

Honestly I dislike them but they are the closest store to me.

blagie 2 hours ago | parent | prev | next [-]

I think what's missing here is elderly.

Arguably, that's even more harmful.

azan_ an hour ago | parent [-]

How would hurting elderly be more harmful than hurting children? I know that we are about to live in gerontocracy, but it’s still a wild statement to make.

TheOtherHobbes 28 minutes ago | parent | next [-]

The elderly can vote, and are easier to scam.

Harming kids creates harmed kids. Harming elders helps install terrible governments which harm everyone - including kids.

Spooky23 8 minutes ago | parent | prev [-]

Look around. The raging dumpster fire consuming everything was started by armies of stupid old people manipulated on platforms like Facebook.

The kids will be ok. The revolution won’t be started by boomer dads.

tclancy 2 minutes ago | parent | prev | next [-]

INT META BOARDROOM - DAY

Expensive Image Consultant: "It's vital we present a friendly, innocuous brand throughout what promises to be a long--"

Zuck: "We still got that scary fucker who looks like he just defends mobsters on retainer?"

Lackey: "We do, boss."

Zuck: "Think we're done here."

exeunt by taking off glasses

bentt 2 hours ago | parent | prev | next [-]

Let’s be clear: Meta is Zuckerberg.

Avicebron 2 hours ago | parent | next [-]

Is the defense that everyone else was just following orders?

bentt 23 minutes ago | parent [-]

No, but unless the penalties are specifically targeted at Zuck, it's a miss.

the_gipsy an hour ago | parent | prev [-]

Meta is Facebook, forever.

jochem9 3 hours ago | parent | prev | next [-]

https://archive.is/ND9GL

the_gipsy an hour ago | parent | prev | next [-]

> Rather than sticking to the facts or the law, the states have instead decided to chase an outlandish payout.

Those evil states!

jdejean 2 hours ago | parent | prev | next [-]

I hate when people say things like “Google did this” or “Meta did that.” There are actual named humans making these decisions. I want them found and held accountable. As of late these people have more power than ever. A single contributor at a company like Meta can make a change that impacts 0.025% of users (potentially hundreds of thousands of people) with zero notice or oversight, for their own individual gain. Not even to mention the systemic decisions this article describes.

gruez an hour ago | parent | next [-]

As someone else noted "Hook, hold, harvest and hide" is the framing from the plaintiffs. There likely wasn't some twirly mustached executive giving a presentation with those words on the slide deck. Instead the "decisions" made are far more banal. Shareholders wants growing revenues and users, executives tell their subordinates to implement those objectives, and it eventually hits the ICs where they're tweaking the color of the buttons to be maximally engaging. All these tweaks cumulatively makes the product addicting, but it's not like making meth or cigarettes where it's addicting from day 1.

andersonpico 26 minutes ago | parent | next [-]

> There likely wasn't some twirly mustached executive giving a presentation with those words on the slide deck.

why oh why are giving them the benefit of the doubt? There was in fact a twirled moustache executive.

> Internal chats within the company stated, “Oh good, we’re going after <13 year olds now? Zuck has been talking about that for a while…targeting 11 year olds feels like tobacco companies a couple decades ago (and today). Like we’re seriously saying ‘we have to hook them young’ here.”

> Even after determining internally that teen safety was a massive problem on its platforms, Meta CEO Mark Zuckerberg said, “teen time spent be our top goal of 2017.”

> One internal email from September 2018 indicates that, according to Meta, “The lifetime value of a 13 [year old] teen is roughly $270 per teen.”

gruez a minute ago | parent [-]

>> Internal chats within the company stated, “Oh good, we’re going after <13 year olds now? Zuck has been talking about that for a while…targeting 11 year olds feels like tobacco companies a couple decades ago (and today). Like we’re seriously saying ‘we have to hook them young’ here.”

This might seem like the most damning quote, but if you read it again it's pretty clear it's someone who's objecting. In other words, not a twirly mustached executive saying "we're going after <13 year olds" as an actual objective, or "we have to hook them young".

>> Even after determining internally that teen safety was a massive problem on its platforms, Meta CEO Mark Zuckerberg said, “teen time spent be our top goal of 2017.”

>> One internal email from September 2018 indicates that, according to Meta, “The lifetime value of a 13 [year old] teen is roughly $270 per teen.”

So... exactly what I said earlier about "Shareholders wants growing revenues and users"?

TheOtherHobbes 25 minutes ago | parent | prev [-]

It is exactly like that, and future generations will see it like that.

vjulian 2 hours ago | parent | prev | next [-]

It’s lazy shorthand and also serves the obscurity that these individuals seek.

Similarly, I get irritated when people frequently almost continuously attribute actions and results to ‘the President’ or such state heads.

anal_reactor an hour ago | parent | prev [-]

On one hand I totally see your point. It's just disgusting that someone on high position is fully aware that Facebook is about making people addicted to slop and serve them exploitative ads. On the other hand, it is an organizational failure, because in a correctly working organization a single person wouldn't be able to throw shit with such a blast radius.

SaltyBackendGuy an hour ago | parent [-]

> because in a correctly working organization a single person wouldn't be able to throw shit with such a blast radius.

I generally agree with you, however this makes an assumption about what "correctly" means. In this case, Meta could be working correctly and take it's orders directly from the Zuck commander's intent. In which case he would be a single person that would have a massive impact on the outcome. Therefore, should be appropriately accountable.

josefritzishere 2 hours ago | parent | prev | next [-]

More CEOs need to go to prison.

rr808 43 minutes ago | parent | next [-]

Luckily we have rule of law here so if you say someone in particular needs to go to prison there needs to be a law that you have proven to break. Just because you dont like someone you can't just lock them up.

TheOtherHobbes 17 minutes ago | parent | prev | next [-]

CEOs do go to prison. They go to prison for misleading investors.

They don't go to prison for environmental or social harm.

barbazoo 2 hours ago | parent | prev | next [-]

One thing China does well. Put people that damage their society or economy behind bars.

PeterHolzwarth 2 hours ago | parent | next [-]

In China, "harmed society or the economy" is very very often the excuse used to put political enemies into prison.

scotty79 38 minutes ago | parent [-]

So? It works. Their economy is starting to lap the West one. Maybe cutting a little bit off the top works regardless of who exactly is being cut?

gruez an hour ago | parent | prev | next [-]

Yeah, like Jack Ma (of alibaba) who disappeared for months, and got his company's IPO canceled, all because he criticized the government's financial regulations a bit too much? Trump wishes he has as much ability to put people behind bars as Xi.

https://en.wikipedia.org/wiki/Jack_Ma#During_tech_crackdown

lokar 40 minutes ago | parent [-]

While that is bad, so is unregulated crypto, sports betting, prediction markets, gutting of consumer financial protection, etc we are getting now.

Lio an hour ago | parent | prev [-]

Is that true or is it just people that challenge the power of the current Communist Party leadership that get punished?

barbazoo an hour ago | parent [-]

There is this recent example https://www.theguardian.com/business/2026/aug/20/evergrande-...

gruez an hour ago | parent [-]

Which seems exactly like the sort of thing an authoritarian regime would do to placate the masses. Make an example of some big boss, but conveniently fail to fix or even acknowledge the issues that led to the crisis in the first place. In the example of the property bubble, it's domestic financial repression making real estate the only option for savings, and local governments being hooked (heh) on land sales to fund their budgets. The whole system was designed to pump up property prices and drive a bubble.

dgellow 2 hours ago | parent | prev [-]

Some do in other countries. Though Trump would pardon them asap, as he has done with all the others

tech_army 2 hours ago | parent | prev | next [-]

One man to blame only

rvz 2 hours ago | parent | prev | next [-]

Morals at Meta is an oxymoron.

No person with 'morals' would join this company in 2026, unless with the next RSU cliff, the morality hormone immediately gets triggered when the bank account reaches 7 figures.

cmiles74 2 hours ago | parent [-]

I don’t think any company has “morals”. For sure individuals might but a big advantage of the corporate structure is this diffusion of decision making and blame. Anthropomorphizing corporations isn’t helping us get a clearer picture of how they work or why they do what they do.

jjj123 an hour ago | parent | next [-]

The comment you’re replying to doesn’t anthropomorphize meta. “Morals at Meta” refers to the morals of the people that work at meta.

afpx an hour ago | parent | prev [-]

I'm sure everyone here understands that. But, there's a difference between a company that puts morality and ethics first vs. one that abandons it altogether or even encourages its opposition. I've worked for all three types, and after unwittingly working for scum, I recommend to always check who one's bosses are. In my understanding, I believe Zuckerburg has always operated in opposition to morality.

api 2 hours ago | parent | prev | next [-]

In my opinion at least, any attempt to intentionally engineer addiction is morally wrong and should be at the very least civilly if not criminally actionable (if it can be proven).

It's mind control. That phrase is often associated with woo woo conspiracy theory, but I don't think that's hyperbolic. If you are engineering addiction, what you're doing is attempting to run a black hat security attack against the human central nervous system to violate a person's will and autonomy. That is the definition of mind control. Properly framed I think it's a form of assault, especially when deployed with deliberate concealment of motive or against children, the elderly, the mentally ill, anyone not strong enough to resist it.

The medium doesn't matter: addictive drugs, slot machines, web sites, social media apps, games. In that list I actually think explicitly labeled gambling stuff like Las Vegas is the least evil since at least in that case it's kind of up front and overt about what it is. I mean, it's a casino. WTF do you think a casino does? Hard drugs are kind of the same at this point. The thing that makes this case so awful is that people genuinely didn't know. Nobody including myself understood just how effective addiction engineering in a digital medium could be, and these companies were secretive about just how hard-core they were getting about studying and engineering this. They hired psychologists. There's stories of studies putting people in FMRI machines. It was a deliberate R&D program with the (secretive) stated goal of addiction.

The next thing important to understand is that businesses are structurally incapable of self-policing something with a profit incentive. I didn't say unwilling. I said incapable. Businesses, like all "corporate" entities (non-profits, governments, etc.) operate with a certain set of constraints, social customs, and rules, and for a business one of those is that they must earn revenue and/or attract investment to survive. If addiction results in revenue, then any business that refuses to engineer addiction will fail.

This is also why regulation of things like child labor, forced labor, safety requirements, etc. are required. If a safe workplace reduces profits than any company implementing a safe workplace loses to those who do not, etc.

BTW this is something a lot of "online Marxist" type anti-capitalists don't understand when they vilify business leaders. A business that doesn't do the profitable thing stops being a business. It's outcompeted by those who do the thing. The only way to stop these things is to universally police them, which levels the playing field and allows businesses who don't do the bad thing to keep operating. It's an instant race to the bottom because a business cannot not race.

So yeah... lots of words but I think this is an important issue and it's good that it's happening. I really hope an example gets made here, or that this at least raises awareness.

I think it's critically important that we start dealing with digital addiction engineering as an issue before the AI funding bubble pops. When that happens all the AI companies will have to look for other sources of revenue. Addiction engineering online became a thing after the dot.com bubble popped for exactly that reason. We already have AI driven addictionware in the form of digital partner apps and such, but if the AI investment gold rush stalls and we have a mass push for revenue among AI companies then with no policing here this will get really really bad.

A final moral to the story, I think, is that science f'ing works.

Like I said, it shocked me to see how much addiction a web site or a mobile app could create. Learning that it was deliberately engineered makes it less surprising.

Science works. When you apply the scientific method to an engineering goal, progress gets made, often dramatic progress. If the laws of physics and the nature of the system you're studying will allow it, you can get so far that the result can be shocking. Look at the hydrogen bomb. Look at aviation, space flight, AI, modern medicine. There's good and bad in there of course cause people do both good and bad things.

Which is why saying "we are going to apply science to make our product more addictive" should be criminal conspiracy. "We are going to apply science to do X" where X is some form of assault should be criminal. "We didn't think it would work that well" is a poor defense because I think at this point we should have learned that science works.

Gabrys1 an hour ago | parent [-]

By your definition, almost any ad is mind control and should be forbidden. At least any effective ad. And I don't disagree at that conclusion. There's a difference between telling people you have a product and making people want to have your product

scotty79 18 minutes ago | parent | next [-]

> almost any ad [...] should be forbidden

I wholeheartedly agree with this. There should be one central catalog of products and services and all commercial information should be available to "pull" and never get "pushed". To be able to sell any product or service you should be legally required to register it in the catalog with detailed description (including manuals, also technical manuals) and up to date price.

api 41 minutes ago | parent | prev [-]

I kept saying "policing" here because unfortunately this is the absolute worst kind of evil for a society to have to deal with: the kind that is not absolutely black and white.

Murder is a tidy kind of evil. If you murder someone that's bad and you go to jail, and murder is pretty decisive. The victim is no longer alive. The black and white nature kills all the nuance around "why did you do it?" It doesn't matter why you killed them. You killed them so you committed murder.

This, however, has shades of grey, and that sucks. If I write a novel and try to make it entertaining and make it a page turner by making chapters punchy and short, is that "engineering addiction?" What if I design a game and try to make it fun and end up making it addictive?

You end up with stuff like the famous and infamous statement about porn: "I can't define it but I know it when I see it." That sucks because to police something you need definitions and lines.

Moral problems like this suck because they require deeply nuanced thinking and a continuous social discourse around where to draw the line, and we hate that. People like absolutes. So one problem you tend to get with moral problems like this is bifurcation of the discourse into moralist crusaders with a zero-tolerance policy versus libertines who think it's not a problem. Both of these extremes lead to abuse and immoral actions. The crusaders end up being worse tyrants than the problem, while the libertines leave the sheep to be devoured by wolves.

But that's what this is. It's a complicated grey problem that mandates a continuous ongoing social discourse and a never-ending series of court cases. But it exists, so we have to deal with it, so we have to do that.

It means we have to think. Ugh.

To answer your question directly: yeah, I think a big part of the ad industry falls here, and that's good. What remains is ads that are informative, playful, or entertaining, and those are the kids of ads we don't tend to hate so much. Some of them can even be legitimate art.

The best way to start with problems like this is: start by drawing a line just to the right of the stuff that is unambiguously terrible.

If you create a scientific R&D program to study the human brain and human psychology with the express purpose of engineering addiction and then fail to communicate this fact to the people you're trying to addict, that's IMO pretty damn unambiguously evil. When the government did this it was called MKULTRA and there were congressional hearings over it and people shredded documents and hid under rocks in fear of what they were doing coming to light, which kind of shows that the people doing it knew it was bad. So let's start by banning that kind of shit even if it's happening in the private sector with private money.

Then once you've drawn that line, re-assess. If the problem is still terrible and pervasive, consider drawing another line a little further to the right. Repeat.

m00dy 2 hours ago | parent | prev | next [-]

$META has everything it needs: the best distribution channels on the internet, a massive user base, GPU infrastructure, and an amazing, talented young team. I think $META will succeed.

jondwillis an hour ago | parent [-]

Not that anyone is asking the question that you’re answering, but what’s amazing about their talented young team?

m00dy an hour ago | parent [-]

I’m not answering a question, HN isn’t a question-and-answer state machine, as far as I know. I’m just adding some supporting points and context here. I think $META is finally back on track, where it should’ve been years ago.

conartist6 an hour ago | parent | prev [-]

Side note: what the everliving fuxxorz is up with their cookie banner. It seems wildly illegal.

Enough that I'm not gonna read their shit ever again if they stick with THAT.

The only two options are "accept all" and "reject all and subscribe".

conartist6 an hour ago | parent [-]

Seriously why use privacy as a form of anticonsumer leverage?

This was supposed to be a form of consumer empowerment, not a literal extortion mechanism.

How am I supposed to take their stance seriously? They rag on people who do shit like this