Whatever your position on the ethics of Facebook, the biggest challenge facing the world’s foundational social network right now is not #deletefacebook, data security, or PR punditry over whether Mark and Sheryl took too long to talk to journalists. It’s not even that the company has inadvertently been cast in history’s greatest spy drama–which just happens to be playing out on our TVs and in our news feeds and is the reason this story penetrated news cycles beyond tech media. (Despite all these things, business continues to boom.) Facebook’s real problem–its vulnerability–is the gulf that exists between people’s negligible understanding of its business model and what Facebook’s business really is.
