Respectfully disagree. The entire reason ethical research standards exist is to prevent new Milton or Tuskeegee experiments from ever occurring again.
Regarding behavioral change, there is no measureable way to determine if the participants came to any harm or not because they were never properly informed. See the problem?
As for astroturfing and mass surveillance, it doesn't matter that "everyone else is already doing it.". Research needs to be held to a higher standard. None of those people filled out an informed consent form or agreed to be part of the study. The vast amount of astroturfing and data collection is itself a questionable ethical issue that private companies have exempted themselves from, but research cannot.
People came to real harm due to Stanley Milgram's and the Tuskeegee experiments, and people may or may not come to harm because of this but there's no way to tell because no one even knew. In the 21st century on the Internet, it's not OK to discard the standard of ethics because technology allows. By ignoring ethical research standards, they are going down the slippery slope and inviting some new harm, as yet unknown.
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