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Political ads coming to Xbox dashboards??

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Sooo, according to Washington Post:

The ads, which would appear on the Xbox Live dashboard and other Microsoft products, combine Microsoft user IDs and other public data to build a profile of Xbox users. Campaigns can then blast ads to selected demographic categories, or to specific congressional districts. And if the campaign brings its own list of voter e-mail addresses, Microsoft can match the additional data with individual customer accounts for even more accurate voter targeting.

Oh god, more ads? Seriously why? :-\
Anyways, that’s just my take on this news, what do you think about it?
Source: The Washington Post

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