There are two ways to look at Mark Zuckerberg's comments on Wednesday, his first since the Cambridge Analytica crisis unfolded.
They showed either a chief executive getting on top of the situation, and making what sounded like significant concessions in areas we wouldn't expect.
Or, it was a skilled, composed display of PR spin - a media appearance for which he had almost six days to prepare.
Speaking to CNN's Laurie Segall, Mr Zuckerberg made it look like he was giving up a lot, while simultaneously dodging the big issues.
By David Lee.
Full story at BBC.
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