A first step in identifying false news is to keep the concepts of "fact" and "truth" separate. "It's the truth" can mean that a statement is factually accurate. But it can also mean "this is the truth about how the world works,"  which can never be shown to be factual because the facts are too complex. In the present instance, it is fascinating to put a name to one of the money guys behind a lot of populist activity. But many of us assumed that, in a world where a few people control much of the wealth, there would be wealthy people bankrolling inimical political movements in their own interest. As for manipulating my mind, knowing what websites I look at or what products I buy will never turn me into a fascist. Big data is probably a lot less useful than it looks.