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I err on the side of 'ad guys pitching', but do think the polarising messages neatly dropped into the most relevant / excitable crowd, then optimised, is guaranteed to shift it from 'another ad ignored' to 'ooh, let me share this' - which is where they probably had some sort of impact clogging news feeds.
And, to @JWestland 's point, the complete lack of factual accountability for any of the content allows them to be even more 'appealing'.
lookitsluke
I always swing back and forth over the CA debacle. On the one hand it seems believable. On the other, it sounds like a bunch of ad guys pitching their product.
At the heart of it though you do have the illegal and immoral use of person data.