When you're the head of a billion-dollar company like Apple or Facebook, you don't sub-tweet like regular mortals.
You fire back at your enemies via interviews with TIME and press releases. That's how it works in the big leagues. Recently, Tim Cook of Apple addressed the recent security lapses with iCloud that resulted in nude pictures taken by celebrities being plastered across the web.
Cook stated that Internet users are starting to realise that "when an online service is free, you’re not the customer. You’re the product. But at Apple, we believe a great customer experience shouldn’t come at the expense of your privacy."
This was more or less Apple squarely taking aiming at Facebook and their policy of selling information on Facebook users to advertisers to better target ads.
Zuckerberg didn't take this lying down, however.
"A frustration I have is that a lot of people increasingly seem to equate an advertising business model with somehow being out of alignment with your customers," said Zuckerberg in a recent interview.
"I think it’s the most ridiculous concept. What, you think because you’re paying Apple that you’re somehow in alignment with them? If you were in alignment with them, then they’d make their products a lot cheaper!"
Facebook has said repeatedly that it can't reach its goal of connecting the world if it becomes a paid service, therefore relying on its advertising services to keep the social network alive.
Numerous experiments have taken place with Facebook advertising, and the results have varied wildly between not working at all to working spectacularly.
With recent security lapses like Sony's hacking, the iCloud hacking and more, are people becoming wary of Facebook?
Or does anyone even care about their online privacy anymore?