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The 23-year-old Zuckerberg hired Sandberg in 2008 to figure out how to build Facebook into a large and lasting business.

Sandberg spearheaded a plan to build from scratch a more sophisticated system of advertising that was largely based on what she had helped develop at Google. Ads on Facebook were tied to people’s activities and interests on the site. As at Google, many advertisers bought Facebook ads online rather than through sales personnel, as had been typical for TV or newspaper ads. Later, Sandberg cultivated new systems for Facebook advertisers to pinpoint their potential customers with even more precision.

Google and Facebook transformed product marketing from largely an art to a sometimes creepy science, and Sandberg is among the architects of that change. She shares in the credit (or blame) for developing two of the most successful, and perhaps least defensible, business models in internet history.

All the anxiety today about apps snooping on people to glean every morsel of activity to better pitch us dishwashers — that’s partly Sandberg’s doing. So are Facebook and Google’s combined $325 billion in annual advertising sales and those of all other online companies that make money from ads.

In their 2021 book, “An Ugly Truth,” Sheera and Cecilia wrote that to Sandberg’s detractors, her response was part of a pattern of trying to preserve the company’s reputation or her own rather than do the right thing.

a reminder to stay informed and vigilant against groupthink.

A common refrain in battles about Covid-19 and vaccination, politics and conspiracy theories, parenting, drugs, food, stock trading and media, it signals not just a rejection of authority but often trust in another kind.

“Do your own research” is an idea central to Joe Rogan’s interview podcast, the most listened to program on Spotify, where external claims of expertise are synonymous with admissions of malice. In its current usage, DYOR is often an appeal to join in, rendered in the language of opting out.

“There’s this idea that the goal of science is consensus,” Professor Carrion said. “The model they brought to it was that we didn’t need consensus.” She noted that the women she surveyed often used singular rather than plural pronouns. “It was ‘she needs to do her own research,” Professor Carrion said, rather than we need to do ours. Unlike some critical health movements in the past, this was an individualist endeavor.

One of the enticing aspects of cryptocurrencies, which pose an alternative to traditional financial institutions, is that expertise is available to anyone who wants to claim it.

In crypto, the uses of DYOR are various and contradictory, earnest and ironic sometimes within the same discussion. Breathless investment pitches for new coins are punctuated with “NFA/DYOR” (not financial advice), or admonitions not to invest more than you can afford to lose, which many people are obviously ignoring; stories about getting rich are prefaced with DYOR; requests for advice about which coins to hold are answered with DYOR. It is the siren song of crypto investing.

In that way — the momentum of a group — crypto investing isn’t altogether distinct from how people have invested in the stock market for decades. Though here it is tinged with a rebellious, anti-authoritarian streak: We’re outsiders, in this together; we’re doing something sort of ridiculous, but also sort of cool.

“Now it seems like DYOR can only do so much,” the user wrote. Eventually, the user said, you end up relying on “trust.”

It also comes amid an ongoing, global battle over the future of platform moderation, with officials in Europe seeking to heighten standards surrounding tech companies' content decision-making and lawmakers in many US states seeking to force platforms to moderate less.

The former president also compared Ukrainian leader Volodymyr Zelenskyy to Britain’s wartime leader Winston Churchill, while condemning Russian President Vladimir Putin for launching the invasion of Ukraine in February.