 A key moment that typified and called attention to many of these concerns emerged with the 2014 Facebook Emotional Contagion study (Booth, 2014). By virtue of agreeing to Facebook’s Terms of Service, did users consent to participation in research activities? Should there have been a debriefing after the experiment? How thoroughly did a university research ethics board review the study? Should industry-sponsored research undergo internal ethics review? In response to the outcry of the Contagion study, Ok Cupid’s Christian Rudder (2014  [OIR])  defended these sorts of experiments, noting