- 26 Feb 09, 20:02 GMT
I've just come off the phone with Mark Zuckerberg, founder of Facebook, who has been explaining a little more about the changes taking place at the social network, which are designed to "democratise" how the website behaves and operates in the future.
"Openness", "transparency" and "dialogue" were the three words he used more than any other in the course of my five-minute slot with him.
Facebook has responded quickly and boldly to what Zuckerberg himself called a "firestorm" from users after the firm had made changes to its terms of services without informing any of its users.
"We should have been communicating more broadly. Being as transparent as possible is a really valuable thing," said Mr Zuckerberg in relation to that recent controversy.
"We made a few mistakes," he admitted.
Some people might be wondering what the fuss is exactly about? After all, nobody ever reads the terms and conditions or terms of service documents on a website.
And that is part of the issue. As more and more of our lives are shifting to the network and as we hand over increasingly huge chunks of personal data to faceless websites important questions have to be asked about what happens to that information.
Social networks are becoming a mirror to not just our public lives but also to our private lives. And there is huge value in what we are reflecting on those sites - both to ourselves and to advertisers.
Organisations like Privacy International are asking the important questions about how that data is being handled and what rights we have as users once we sign up to services.
During the most recent controversy, Simon Davies from the privacybody accused Facebook of a "breach of faith".
He is now applauding the move to democratise decision-making within Facebook and calling on others to follow suit.
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