I am reminded again of all the reasons I deleted my Facebook account—sorry Mark, but I never wanted to be the product YOU sell to advertisers. It’s not just the weird bigoted rants from crazy people or the occaisional former high school friend turned stalker who re-enters your life, now Canadian-born latino and immigrant-hating southern white supremacist Senator Ted Cruz is hoovering up your data:

Ted Cruz’s presidential campaign is using psychological data based on research spanning tens of millions of Facebook users, harvested largely without their permission, to boost his surging White House run and gain an edge over Donald Trump and other Republican rivals, the Guardian can reveal.

A little-known data company, now embedded within Cruz’s campaign and indirectly financed by his primary billionaire benefactor, paid researchers at Cambridge University to gather detailed psychological profiles about the US electorate using a massive pool of mainly unwitting US Facebook users built with an online survey.

As part of an aggressive new voter-targeting operation, Cambridge Analytica – financially supported by reclusive hedge fund magnate and leading Republican donor Robert Mercer – is now using so-called “psychographic profiles” of US citizens in order to help win Cruz votes, despite earlier concerns and red flags from potential survey-takers.

Documents seen by the Guardian have uncovered longstanding ethical and privacy issues about the way academics hoovered up personal data by accessing a vast set of US Facebook profiles, in order to build sophisticated models of users’ personalities without their knowledge.

Hey, I guess an ad is an ad is an ad, and you get to play Farmville, too. Win-win for Faceberg, too!