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> Everyone I know wishes they had better control over their privacy on Facebook.

Sure -- everyone you know. However, the average person has little or no interest in learning about and/or configuring privacy features.

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But what average users want is so little. Done correctly, social networking could do what they want without such a heavy price to pay in terms of loss of privacy and control over personal information.

This is manifestly not just a geeky thing. Go read the news coverage of the last few major Facebook changes and you will see that the chorus of concerned people has been growing quite well. "It does what you like about Facebook, except only you control who sees your stuff" would be a simple sell to lots of people.

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