Facebook’s reckless vanity has made the headlines again, with the revelation that data it held on about 50 million users was exploited commercially without their consent, and that when Facebook found out about this, it did pathetically little. We only know this thanks to the bravery of a whistleblower. This is yet another scandal in a troubled period for the company, with a growing sense that it is all profit, no responsibility. But the current malaise goes wider than Facebook. On the internet more widely, the advertising-supported model has demanded its payout, and as a result our experience of the web is getting worse. Like rats scrambling to get back on a sinking ship, senior former-Facebookers are lining up to express regrets. It all feels too little, too late.