Watching some of Zuckerberg's testimony about the privacy issues, I got the impression he was only concerned about it to the extent it might affect his income. It seemed that privacy in and of itself didn't interest him, which is understandable from a financial perspective because Facebook's whole business model is based upon invading privacy.
But I'm convinced this is far from the end of things. It has served to highlight privacy issues with the general public but there's more to come. We largely ignored these things when social media took a hold but I believe there are many more privacy breaches and scandals to come and, slowly, we'll demand more control of our personal data. This in turn will (again slowly) lead to more legislation to protect us and that'll be a big problem for a lot of the internet giants.
I could be wrong of course. I was wrong once back in 1976 when I swore I'd always wear flares.