Because everything he does feels like it has another two-level deep plan behind it. Kind of like: Level 1 (Zuck's thinking): I'll tell them "We're building T

Because everything he does feels like it has another two-level deep plan behind it. Kind of like: Level 1 (Zuck's thinking): I'll tell them "We're building Thing X to improve Y in the world!" and most will buy it like the gullible sheep they are. Level 2: Some will not buy it and think we're really building Thing X to track their online activities (just usual tracking for ads and stuff) Level 3: Except what we're really trying to do is collect data so we can match their ThingX profile to their supposedly-private medical records and DNA footprint. But no one will figure it out until it's too late - and we'll be a few billions of dollars richer by then (evil laughter in Zuck's mind). There may even be a Level 4 for all we know. I'm not sure I'd underestimate Zuck on this sort of thing. It always seems to be worse than we thought it was.