"Matt’s two comments, along with other data points Matt had provided through his age, gender, browsing habits/history and other trends, led Facebook to estimate that if you lined a hundred people with characteristics identical to Matt’s, a significant number of them will be closeted gays. In short, while Facebook didn’t know Matt was gay and struggling to come out, Matt’s digital profile suggested that he was more likely than your average user to be in that situation." - × × ×