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The increasingly complex intermingling of online social interactions and data mining that take place through social media, web search and online games invites further discussion and examination. Both activities – the increasing necessity of engaging in social interaction through online commercial providers such as Facebook alongside the ability of providers to extract, aggregate and commercialise the outcomes of such activities as a result of the data trail that is produced – have attracted considerable attention amongst the media and academic commentators alike. The implicit contract that the public who use these services necessarily engage requires them to trade information about their friends, their likes, their desires and their consumption habits in return for their participation in the service. The recent release of Facebook’s Graph Search functionality makes this trade off quite explicit, demonstrating how multifaceted data mining of social interaction creates complex and useful information.