It's if used properly. Again, this is why I keep stressing that just because data or psychology is involved does not mean that innately there is something nefarious is going on. There is a problem around the world, in Canada also, with voter disengagement. Fewer and fewer people turn out to vote. This is because there's a new media environment that is distracting and people are disconnected with politics, and oftentimes it is very helpful to understand, again, underlying motivators for people so that you can improve turnout, you can improve voter engagement, and you can speak to people in a way that motivates them and wants them to participate. That is a use case that is not nefarious; it is a positive use case because you are looking to increase turnout and increase participation in your democracy. Just because data is used or just because psychology is used does not mean that you are going to seek out misappropriated data; it does not mean that you are out to manipulate or coerce or somehow trick or suppress voters. It just means that you are looking for information to help you engage those people.
On May 29th, 2018. See this statement in context.