An aphorism of uncertain origin warns, “Be careful what you ask of the gods, they may grant your wish”. According to Yuvan Noah Harari, an Israeli writer and scholar, the place where the next religions will be formed and the next divinities worshipped could be Silicon Valley. Facebook, the most lavish temple of the last decade and the realm of Mark Zuckerberg, is an extremely powerful platform. With over two billion registered users at the end of June 2017 (and having taken possession of other platforms and instant messaging systems), it has redefined the concept of over-the-top (OTT) content. Facebook is a very densely populated continent of which it owns the social graph, a thorough description of the social interactions of the vast majority of people who use the internet.

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