The other two major parts of this: Facebook's ad model is built to reward "virality" - meaning being over the top and salacious means lower costs. Even Boz ack

The other two major parts of this: Facebook's ad model is built to reward "virality" - meaning being over the top and salacious means lower costs. Even Boz acknowledges that was part of the Trump team's genius - they used the platform, as it was built, perfectly. The Democrats naturally have equal access to this platform, so I don't think its as much a left-right thing, vs a crazy-calm divide. The other thing is just disinformation / identity verification - making sure all advertisers are who they say they are (and you don't get russians posing as black lives matter, etc.)