Amid increasing criticism that Facebook not have sufficient privacy controls, CEO Wednesday worked hard during the presentation of novel, simplified privacy controls to drive home the point that the company cares about defensive the personal information of its users.

CEO recognized during a press conference this afternoon that director at the phenomenally successful social networking firm have made mistakes and have converse badly with users about their privacy concerns.

"We consider in privacy. We consider in giving people control," said CEO. "But more and more, people desire to share information. As long as they have good managed over that, I think that's where the world is going."

He also said that Facebook heard the loud consumer complaints about the site's complex and annoying privacy controls, and that the tool tools were constructs to accurate those issues.

"We've heard that people want an easy way to take control of their information," CEO said. "We looked at a video someone posted about how many steps it took to stop sharing their information. And we thought, 'Yeah, that's too much.'"

The censure that the social networking firm is playing fast and loose with consumer information mounted considerably in recent weeks after Facebook reveal a throng of tools that permit user information to be shared with other Web sites.