Facebook is starting to look desperate.

Over the past weeks, the world’s largest social network has taken out several full-page ads in The Wall Street Journal, The New York Times, and The Washington Post. The ads attacked Apple’s new privacy changes, which Facebook claims will severely hurt small businesses, and “will change the internet as we know it–for the worse.”

Facebook’s recent desperation isn’t surprising. It’s the culmination of a series of events that began years ago, and that we’ve been building toward for a long time.

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