Here's the key fact: Facebook's users are not its customers. They're the targets to which Facebook's customers aim advertising. In old media this was no big deal. But Facebook isn't just a "medium". It's a vast walled garden where the social activity of members and visitors constantly improves the ability of advertisers to "target" both.

This is a Good Thing only if it works for everybody — including both those targeted as well as those doing the targeting. And if users are actually involved, they have some important questions:

• What happens to my identity-related information?
• How is it used, and by whom?
• How much control do I have over my data (or data about myself) — including what Facebook "partners" do with that data?

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