That’s how epistemological analysis works… if the general structure is the same but everyone pulls different meaning out of an event, something probably happened. If everything lines up exactly, someone probably faked the letters. If there’s totally conflicting stories, the record has been tampered with too much to say anything. If there’s no record, there’s nothing to say one way or another.
If recommendations are being provided to me as a service and the algorithm that goes into it is relatively transparent, I have no issues.
If advertising is based on the value an advertiser sees in the product being advertised, I have no problem.
If I’m the product being sold or an ad distribution network is involved, I’ve got a problem.