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Mark Zuckerberg has apologized for the fiasco over Beacon, Facebook's controversial advertising system which reports users' activities across the Web to their friends. It turns out that, all these years later, he still values the trust of Facebook users. Of course, he has to remind us that trust is Facebook's highest regard every time he oversteps that trust. Maybe someone should remind the youthful CEO of his own views before he introduces a new feature which breaks that trust.

Zuckerberg says Facebook will add a setting so users can completely block the sharing of purchases made at third-party sites. This comes in addition to the opt-in changes already made. For some, the important thing is the apology itself. And for millions of Facebook users who haven't even heard of Beacon? They'll just keep on poking each other.