I think you are totally right. Zuck is shifting attention from the real problem — behavioral advertising. As long as that evil exists, regulation will continue being insufficient, as the appetites of investors for unreasonable RoI keep multiplying. Targeted ads are the primary reason for all the “problems” Zuck is trying to solve so hard. We should be regulating how user data can be used for advertising purposes, not how to decouple advertising purposes from content and context.