Facebook's Privacy Breach- or Their Outcry to the World

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Lately the news has been all over Facebook's research which is basically about the company using  users' personal information and manipulating their feed without clear consent. This situation seemed all too familiar since in my science classes I researched science experiments conducted on people without being informed of the research or have given no consent. The conflict is obvious though, without a person's official consent or the fact that the participant has been informed,  legal accusations can take place!

Researcher's couldn't have possibly ignored that possibility, I mean what if everyone is focused about the wrong thing in this situation? 

It's understandable though why researchers conduct an experiment anyway without getting a consent.