If there is one thing you can say about Mark Zuckerberg it is that he great at the ass-kissing ‘oopps we’re sorry‘ type of PR that Facebook is becoming so well known for.

His latest foray into this realm of gag-inducing public relations spin doctoring is a letter published in the Washington Post this morning. It contains all the right words placed in the right way in order to try and convince everyone once more that Facebook, like some recalcitrant child caught with its hand in the proverbial cookie jar, has seen the error of its ways and will make it all up to us.

Ya. Okay. Whatever.

Here’s the PR spin talking points that Zuckerberg made sure to get out there:

Here are the principles under which Facebook operates: — You have control over how your information is shared. — We do not share your personal information with people or services you don’t want. — We do not give advertisers access to your personal information. — We do not and never will sell any of your information to anyone. — We will always keep Facebook a free service for everyone.

Uh-huh.

Here’s the uncensored and real principals that Facebook operates by:

Facebook needs to be making enormous amounts of money. In order for them to make enormous amounts of money they need the users of the service to share everything possible in order to make Facebook the most attractive platform available. In order to make these enormous amounts of money Facebook will do whatever it needs to in order to make you share everything possible.

Sure Facebook might indeed bring new easier controls for people to use but the one thing no-one is talking about is whether Facebook will be changing to opt-in rather than the current opt-on model. As well there is no talk about whether; in light of these new control, Facebook will be rolling back its recent changes to what they were before all this mess started.

So once again we see Facebook’s now typical modus operandi in action – push everyone to their limits, profess regret when the outrage gets too loud, and then appear to acquiesce while rolling out the PR machine. In the end though it is the old case of two steps forward and then one back in order to appear like they care.

Here’s a hint – they don’t.