Facebook CEO Mark Zuckerberg proposed a radical pivot for his company this month: it would start caring—really—about privacy, building out a new version of the platform that turns Facebook less into a public, open “town square” and more into a private, intimate “living room.” Zuckerberg promised end-to-end encryption across the company’s messaging platforms, interoperability, disappearing messages, posts, and photos for users, and a commitment to store less user data, while also refusing to put that data in countries with poor human rights records.

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