On 4th April, Mark Zuckerberg was in full PR mode: he'd posted family photos on Facebook, carefully emphasising that in his house both Jewish and Christian festivals are marked with food but no sign of frivolity and he'd been seen looking suitably tired. He'd brushed off, at least so far as America is concerned, his refusal to appear before a British Parliamentary Committee. And he'd had a bit of the news agenda taken away from his own, and Facebook's bad news stream by the shooting at YouTube. And so, on a conference call with media selected by Facebook's PR people, when he began to present what he calls "Hard Questions: Q&A with Mark Zuckerberg on Protecting People’s Information" he was not expecting anything like the BBC's Hard Talk. And so it proved: he set the agenda, questions were soft and answers were nebulous.