Maimonides

If a person studies too much and exhausts his reflective powers, he will be confused, and will not be able to apprehend even that which had been within the power of his apprehension. For the powers of the body are all alike in this respect.

Every time you log in to Facebook, every time you click on your News Feed, every time you Like a photo, every time you send anything via Messenger, you add another data point to the galaxy they already have regarding you and your behavior.