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Facebook’s current crisis is unprecedented for many reasons. It’s a bipartisan political scandal. It’s also conjured up the threat of possible government regulation. But worst of all for Facebook, it’s dragged into the public consciousness a crucial and, for the company, existential question: Facebook has built a vast business by collecting and selling to advertisers lots of information about us. Now that its business has been shown to have done harm — to user privacy, to our elections, and perhaps even to our mental health — Facebook has promised to be more transparent and less creepy about collecting our personal information. But how can it do that and remain a viable business? How do you become less creepy, when creepiness is baked in?

How do you become less creepy, when creepiness is baked in?

Facebook CEO Mark Zuckerberg doesn’t have a good answer to this question, as evidenced by his response when California Rep. Anna Eshoo asked him Wednesday morning in front of the House Committee on Energy and Commerce if Facebook would change its business model to better protect privacy.

“I don’t understand the question,” Zuckerberg responded.

Facebook’s current list of…

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