Control is the big deal. As someone who apparently has no reservations about laying all the sordid faces of their life online for all to see, why would it be a big deal to you? On the one hand I like social networks for communicating with people I know. I don't put more than I'm comfortable with up, and everything is fine. But I can't control if someone tags me in a photo, say, or writes about me being somewhere I shouldn't have been. Or voices my views on something or someone that I would rather have kept private. This isn't different to any other kind of gossip except insofar as all of this can be traced back to my profile, and me as a person. People I don't know, or don't like, can find out too much about me without my permission and without me even putting the information up there myself. That is what I hate about social networks; that is why its a big deal. But without a concept of personal privacy none of that makes any sense, right?