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Facebook must also deal with persistent privacy concerns. When the company first rolled out the News Feed, and any change on a user's page suddenly began scrolling on the screens of anyone who'd added him or her as a friend, the social graph went bonkers: more than 700,000 people joined a user group called "Students Against Facebook News Feed." The company acted quickly to install privacy controls to let people opt out of the information flow, and the crisis cooled, though Marc Rotenberg of the Electronic Privacy Information Center says that setting privacy preferences is still too complicated. The company says that plenty of protections are built in. "Facebook is about replicating the social restrictions of the offline world," says its chief privacy officer, Chris Kelly. The problem is that Facebook is on the Internet, and it's all too easy to circumvent those and dig up private stuff. This is all too clear from the experience of political offspring who seem engaged in perpetual competition to embarrass their parents.