First-order effects

• Facebook's Fan pages and advertising platform now face their first organized scrutiny: campaigners questioning social-site privacy put the company's monetization roadmap in tension with the trust its growth depends on.
• Thompson's call for 'web services that can be trusted' gives the campaigner critique a constructive framing — a market opening rather than just an objection.

Second-order effects

• If trust becomes a selling point, rival social networks and service providers can differentiate on data handling rather than features, forcing Facebook to defend its ad-platform choices publicly instead of shipping them quietly.
• Vendors of security and privacy tooling gain a mainstream audience: sloppy default habits among even professional users, as Thompson admits of himself, create demand for services that handle protection on the user's behalf.

Third-order effects

• If the pattern holds, trusted handling of personal data moves from an engineering afterthought to a competitive requirement — pointing toward independent custodians or audited intermediaries standing between users and platforms.
• Sustained campaigner pressure around social-network data use makes formal regulation more likely as the industry scales faster than its own safeguards.