However, many individuals on Facebook aren't interested in sharing their personal information with anyone other than a select group of their friends on the site. This is a difficult issue for Facebook, The company needs to provide a level of privacy that makes their users comfortable, but it's that very privacy that prevents it from gathering as much information as it would like, and the more information Facebook has, the more money it earns. Facebook's goal is to persuade its users to be comfortable sharing information willingly by providing an environment that becomes richer and more entertaining as the amount of information shared increases. In trying to achieve this goal, the site has made a number of missteps, but is improving its handling of users' privacy rights.