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"We tried to map all the inputs, the fields in which we interact with Facebook, and the outcome," he says.
"We mapped likes, shares, search, update status, adding photos, friends, names, everything our devices are saying about us, all the permissions we are giving to Facebook via apps, such as phone status, wifi connection and the ability to record audio."
All of this research provided only a fraction of the full picture. So the team looked into Facebook's acquisitions, and scoured its myriad patent filings.
The results were astonishing. Analysis of Facebook Reach and Connections [bbc.co.uk]