How Facebook Knew Man was Gay Before He Came Out

No one learned that lesson harder than a man who simply calls himself Matt. In an email to BuzzFeed, he tells a story about how Facebook’s algorithms somehow figured out he was gay, despite Matt relaying his closely guarded secret to just one friend over the phone.

What did Facebook do, exactly? In his News Feed, Facebook targeted Matt with a suggested page for Rick Clemons, an author who describes himself as “the coming out coach.”

What’s weirder, though, is that Matt didn’t leave any obvious clues about his hidden sexual preference. His only “liked” pages included a politician and a local bar he enjoyed drinking at. Naturally, Matt was more than a little creeped out. Here’s what he wrote to BuzzFeed:

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