The movie raises the question of what advertisers are paying for, and conclude it must be behavior modification. From public service announcements that smoking is bad for you to Tom Selleck endorsing reverse mortgages, it seems advertisers pay to "show me ads" believing it will alter someone's behavior at least a little. Given the scale of Facebook's data and the scale of Facebook's audience, advertisers can use Facebook to make small surgical modifications to a vast slice of humanity. To me, this is somewhat compelling argument that Facebooks' "show me ads" business model really is pay to "influence your behavior".