Social media developers appear to hold a user oriented view. They make social networking sites for people to play with. Although they choose, or are compelled, to regulate particular aspects of interaction through privacy and acceptable user policies, such approaches are targeted at the members of sites in terms of what they can and cannot do, and what might be done with their data. In this case, the ethical focus switches to what people should do and expect in terms of their ethical obligations and rights. Such normative views of ethical attribute agency to humans, while information technology is seen as an object in their hands which may be fashioned in ways that are ethically acceptable or not.