What's happening: Meta launched Muse on September 8, an assistant that reads your mail, books your travel, and places calls. TechCrunch estimated 3.4 million downloads by September 25, number one on the US App Store. Apple's privacy label, filled out by Meta itself, says Muse may handle purchase history, financial information, precise location, contacts, photos, and browsing history, all linked to your identity. Some of it is marked usable for third-party advertising.
How this hits reality: Almost all of Meta's money comes from advertising. That never changed, only the surface did. An agent that knows your bank balance, your street corner, and the thing you were about to buy is the most precise targeting instrument ever assembled, and it sits inside the company that sells targeting. So when Muse books the flight, nobody outside Meta knows whether that airline paid for the slot. Keep going and the butler's recommendation is an ad read aloud.
Key takeaway: Zuckerberg once explained Facebook's business model to a senator in four words, "Senator, we run ads," and eight years later those ads have a butler's voice and your bank login.
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