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its been awhile since I was in college, but one of the eethical constraints when studying human subjects was that they give informed consent. Obviously, the people being used in this research did not, and it is hard not to feel resentment when a company manipulates you emotional reactions just to see how you will react. That said, I'm not really surprised that Facebook did it, I'm just surprised that the researchers thought it was ethical.
Let's face it, companies including Facebook manipulate users constantly. They are constantly making changes and gauging the reactions. Then they make more changes and repeat the process. So when I think about this logically, my reaction is that for once they were trying to do something in the pursuit of knowledge instead of profits. However, my emotional reaction is less charitable.