After telling a totally-not-creepy-at-all story about how many kids have been spawned from Facebook romances Tuesday afternoon at the F8 developer conference, Mark Zuckerberg announced "Facebook for Dating".
It's a move that Zuckerberg justifies by claiming that one in three marriages in the USA begins online, and by citing the number of people who come up to him on the street, gesture to their children, and thank him personally.
Zuckerberg was cheerful and even giggly at times during his presentation, a far cry from his stiff testimony two weeks ago in front of Congress.
Since Cambridge Analytica's fallout, the developers have absorbed much of the impact from Facebook tightening its privacy controls and increasing scrutiny in advertising and data collection.
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He proposed in 2010, with a stunning sapphire and diamond engagement ring that once belonged to his late mother, Princess Diana . Also, a royal wedding is set to happen in just a few weeks, with Prince Harry and Meghan Markle tying the knot on May 19.
Facebook brings to the dating table a treasure trove of data on its active users, which are over 2 billion strong.
Other new features announced at the conference in California included Watch Party, which allows Facebook users to watch videos together, and a way for people to clear their browsing history from the site.
Most recently, the company has used the event to discuss better ways for app developers to tie into its services with things like games for its Messenger service, augmented reality features for its Facebook app, and new artificial intelligence programs.
At the F8 conference, Zuckerberg addressed Facebook's role in preventing future election interference, such as Russia's efforts in the United States' 2016 presidential election. It will be interesting to see if users trust Facebook enough to fork over more personal information and conduct their dating activities on the platform. "I feel like he struck the right balance between being apologetic, without apologizing, and also refocusing attention on what matters to Facebook, which is building community and moving forward as a business", said Debra Aho Williamson, an analyst with eMarketer.
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Concerns about privacy on Facebook have grown since the social network's admission in March that the data of millions of users was wrongly harvested by political consultancy Cambridge Analytica.
"I want to be clear that we have designed this with privacy and safety in mind from the beginning", Zuckerberg said of the new dating feature.
Facebook will soon let you toss your cookies. Instead of owning up to its faults, he said, Facebook is "trying to put the focus on bad developers, bad advertisers" and the Russians. The issue was resolved but it was unclear exactly which Facebook updates caused the issues for Tinder. Your Facebook won't be as good while it relearns your preferences. Zuckerberg said that the goal is to take this idea to a different level. "They can laugh together, cry together in the channel ... but let's not do that anytime soon".
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He commented on Twitter that "you can not "rescue" the Great Barrier Reef without cutting carbon emissions". Climate change also affected the creatures that live in the reef system.