What about the users?
Advertising isn’t why Mark Zuckerberg started Facebook or, presumably, what gets him out of bed in the morning. Engineers and designers whose identities are invested in changing the world don’t want that work tarnished by association. But the decision to pay for everything Facebook does by selling advertising means–whether he likes it or not–Mark Zuckerberg is just as much the CEO of an advertising company as a social network. The sooner Facebook reconciles this for itself and its users, the less vulnerable it will be to stories like last week’s.