https://www.wired.com/story/facebook-will-finally-pay-billions-privacy-missteps/

When Mark Zuckerberg turned on Facebook’s News Feed in 2006, his users—exclusively college students at the time—freaked out at the notion that Facebook was automatically sharing their posts with friends. Even digital natives were scared to share much online then. But Zuckerberg waited a few days, explained the product, told his users to “breathe,” and News Feed became one of the most influential ideas of the 21st century.

Zuckerberg emerged from the experience with a belief that has guided Facebook in and out of trouble ever since: People want less online privacy than they think they do, and sometimes the only way to make them realize that is to push them to share more.