Sorry, I was unclear about what I meant by 'market to my friends.' What I intended to communicate was that I only like entities that I would trust to market to my friends responsibly.

I would never like a site like Vice because I know that they promote NSFW and lowbrow content for pageviews, and I don't want to be associated with that. On the other hand, I'm fine with liking bands that I know the spirit of, or small local businesses that I trust.