Quotation: Some advertisers like Coca-Cola have expressed surprise that Beacon then required users to take action if they did not want the messages sent out. “This is a bit of an example of Facebook being, as we refer to it, ‘out over your skis.’ They got a little bit ahead of themselves.”
This is sort of interesting. You would think that something like this would have originated in the skiing world, and yet in 21 years as a skier (and 8 on the US Ski Team) I’ve never heard it.