It is in the way you’re using it. Liking things on Facebook draws arbitrary connections on a massive graph, but can you tell me what the nodes of that graph mean?
Facebook’s team started with a naive approach, but has gotten much better at interpreting their users’ Like actions. Quite importantly though, this was Facebook employee’s insights after studying users interpersonally. No quantity of data made up for the qualitative layer their researchers were able to bring to bear.