If there is one thing that could halt the ascent of social networks, it is the vexed question of privacy. This is controversial because it goes right to the heart of the social-networking business model. In order to attract users, sites need to offer ways for members to restrict the information about themselves that gets shared with a wider public. Without effective controls people would be reluctant to sign up. But if a site allows members to keep too much of their information private, there will be less traffic that can be turned into profit through advertising and various other means, so the network's business will suffer.
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