Facebook CEO Mark Zuckerberg has written a carefully crafted near-apology in today's Washington Post. And while his promises of coming improvements are welcome, the essay's not so much a grand gesture as calculated damage control.
The changes Zuckerberg intimates are ones we've heard of before: making it simpler for users to control their information and to turn off third-party services. The rest of the column's 528 words are dedicated to the real message Facebook needs to push now: spin. So let's look at some examples, emphases added.