Facebook is allowing them to advertise to "patriots". This reeks of honey pot to me. Watch their news feature go full-on Fox "deceive the conservatives" at just the right time.
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I'm not sure I'd go so far as to say "Honeypot" but I'm always skeptical when a new tech company magically appears in the wild, touting an anti-establishment mission statement.
Technically, that's how capitalism should work: find a need and fill it. But we've been burned for over 15 years now in the tech sector, and search engines especially are hard to operate outside the purvey of Google or Microsoft.
Jaded.