Everything is spying on you, especially social media and Facebook in particular.
A few examples that happened very recently
A colleague of mine went over on his ankle while doing something daft (as drunk people tend to do) and obviously he received a lot of stick for it. Three of the people giving the guy who hurt himself a ribbing, the next day all got adverts for ankle supports on their social media, without actually posting anything about the incident, they did tell others over the phone though.
Another example was the place I've been working for the past few months has some of the most vicious seagulls I've ever encountered. Again many of the guys I work with received articles about Seagull attacks on their social media accounts.
I'm now on annual leave from work and over the past few weeks my wife and I have been discussing where we're taking the kids. Today she received a few articles about where we're going, without her posting anything about where we plan to go. Neither my wife or myself have posted anything about it online.
There's a reason why I leave my phone's mobile data off when I'm not using it and why I use a VPN, adblock and a strong firewall. I'm not paranoid (and even if I was it wouldn't mean they're not out to get me! ;) ) I just don't like being tracked and spied on so as others can make money from me. I stay well clear of Epic for the same reasons.