Greg Benedetto believes in the old adage "the customer comes first." He worked for Canada's HMV record chain for two years as a teenager and, in that time, learned a thing or two about getting people to buy things. "A customer who is treated well probably won't say anything," he says. "But a customer who is treated poorly will tell everyone they know." And that is exactly what Benedetto plans to do if Facebook's new targeted ad campaign gets out of hand.