In late 2009, tensions between Facebook and its users came to a head when the site rolled out new privacy controls for users, but had adjusted those settings to be public by default. Even users that had previously set their privacy to be "friends-only" for photos and profile information had their content exposed, including the profile of Zuckerberg himself when asked about the change, zuckerberg explained that the moves were in response to a shift in social norms towards openness and away from privacy saying "we decided that these would be the social norms now and we just went for it.