DuroSoft writes: As Social Network points out, Facebook became popular mainly because it was simple, clean, powerful, and above all, it was 'cool'. Twelve years ago privacy wasn’t cool because it was ubiquitous — back then, things were private by default because it required a lot of effort (and money) to share a piece of information with other people via the internet. Now things are public with the press of a button, and privacy is becoming the exception rather than the rule. Facebook has already made it clear they are no friend of privacy with Randi Zuckerburg's statement in 2011 that "anonymity on the Internet has to go away”, the recent class action suit, and the fact that Facebook has been scanning user chats for illegal activity. So the question is: will the scarcity of online privacy eventually make privacy so desirable, so "cool", that Facebook will have to change its ways, or are users simply going to stop caring about privacy altogether?