Cambridge Analytica comes across as a slightly more mundane version of SPECTRE; the fictional crime syndicate often thwarted by James Bond. 

But with revelations of extortion, entrapment and political manipulation, the comparison isn't so silly after all. 

Steve Bannon, Trump's former Chief Strategist and human tumour, described it as, “like a dirty MI6 because you’re not constrained. There’s no having to go to a judge to apply for permission."

It's leader (now suspended) even SOUNDS like a Bond villain, Alexander Nix. I'm sure he wouldn't look out of place donning a facial scar and stroking a white cat.* Sadly, real villains are often more difficult to spot. 

(*Mark my words; there will be a glut of movies in the near future with Zuckerberg/Nix-esque villains.)

For me, it gets particularly interesting when the Facebook side of things come in. 

"The social media company has received a number of warnings about its data security policies in recent years and had known about the Cambridge Analytica data breach since 2015, but only suspended the firm and the Cambridge university researcher who harvested user data from Facebook earlier this month."

So, how much did they know? Maybe nothing, maybe more than they're letting on. 

However, as someone with extensive experience in Facebook advertising, this news didn't come as a shock to me. Why? Because up to a point, much of this activity (breach aside) was completely legal. That's how those ads appear on your timeline, that's how Facebook makes it's billions. 

It's important to remember the following; if the product or service is free, then YOU are the commodity.