Facebook faces a dilemma in balancing profitability and user privacy. While 70% of Facebook users are outside the US and unlikely to make purchases, Facebook could profit by monetizing user data but would violate customer privacy. The case examines Facebook's business model and the role of e-commerce and social media in its popularity. Weak privacy policies have compromised user privacy through features like Beacon. If coordinating advertising, balancing profits and privacy would require a campaign focusing on security options while controlling what users see of others.