Congress confronted privacy and personal data rights in a pair of hearings last week. This week, Mark Zuckerberg announced a “privacy pivot” at Facebook, yet failed to propose a single tangible reform of its core business.

Zuckerberg’s privacy manifesto illustrates the core problem. Big tech companies such as Facebook have no real interest in changing their practices. Their entire business model is based on owning and exploiting personal data to manipulate people and sell advertising. They’ll defend that at all costs.