They get news or make up news from what people are talking about, instead of having to be real journalists and investigate. Don't use your real name or real email. All I use that is real is my picture...taken 5 yrs. ago. They don't seem as invasive as facebook. I can send someone a personal message about something and all of a sudden start getting adds about what I was talking about. I started using the add-on Do Not Track Plus add-on and it has helped. I have blocked over 142,000 tracks in the past few months.