Zuck promised flat out that there wouldn’t be any spying or surveillance, ever. That turned out to be a massive lie, of course (just as when Page & Brin told us in 1998 that they believed advertising was incompatible with search), but it was a big part of the draw of the early Facebook that you (seemingly) didn’t have to choose between your friends and getting spied on by Rupert Murdoch & Co over at Myspace.

Revisionist bullshit. Despite what came later, Facebook was the privacy-respecting alternative to MySpace at the time.