Facebook doesn't make money on hardware, software, or subscriptions. Instead, they make money on the data users put out. They take the data users send out and sell it to advertisers who in turn sell users stuff through the use of targeted ads.
The idea that major corporations sell users data scares a lot of people. These people don't necessarily have anything to hide; they're just ordinary people who like to have a sense of privacy.
These people use Gmail, Facebook, and Google+. Some of them will even probably end up using Facebook Home.
These potential Facebook Home users spoke up about their fears that the app/skin/thing would invade their privacy in a way unheard of previously. So Facebook went on the offensive and dropped a Q&A for Home's privacy policies.
The Q&A basically said Facebook Home doesn't change the way the company handles user data. User's location data won't be collected in anyway that is unique and it won't collect data users create from other apps.
So if nothing changes then what is the end game? Why is Facebook making a free super-app that doesn't do anything new for advertisers? Because by putting itself on your home screen, Facebook can gleam a lot more data using the same policies.
By buying into Facebook Home users will be sort-of using a Facebook ecosystem. Facebook already has an app store which has the potential for growth. It also has a messaging service and a slew of other apps users could use to replace their current Android offerings.
The famous Microsoft "Scroogled" campaign derided Google for searching through Gmail messages to serve up sponsored ads. Google uses all of its apps to give advertisers some new kinds of data.
Now Facebook is doing the same thing as its semi-rival Google. It's building out an ecosystem in attempt to better understand how to sell its users stuff. So if you are the type to worry about Facebook Home's privacy policies, you should be less focused on Home and more focused on Facebook as a whole.
Facebook's current privacy policies are the real issue, not the future violations of an unreleased app. If anything is to be done, it should be getting Facebook to update its current policies to better adapt to mobile.
The company has already defined itself as a mobile company so perhaps it should make privacy policies that reflect that. If Facebook really wants to talk up its privacy agenda, it needs to really work to change what its current policies are and not to talk about what its doing with a new app.
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