THEY GET IT. THEY JUST DON’T WANT YOU TO: Facebook’s New Privacy Pop-Up Shows the Company Just Doesn’t Get It.

The company is now testing a pop-up that will appear before Apple’s request to track notification appears. The pop-up asks users to “Allow Facebook to use your app and website activity?” It then explains the two benefits of doing so:

• Get ads that are more personalized

• Support businesses that rely on ads to reach customers.

There’s a problem, however. Nowhere does Facebook’s pop-up use the word tracking. That might seem like a small criticism, but it’s actually a big deal. I’m sure that is entirely intentional on Facebook’s part–it most definitely doesn’t want its users thinking about the fact that it tracks them. Still, it’s a big mistake, and it shows Facebook just doesn’t get it.

Look, companies always try to spin things to best reflect the narrative they want to tell. The problem is that no one believes Facebook’s narrative except Facebook. As a result, people simply don’t trust Facebook, and this approach reinforces all of the reasons why.

I actually have some advice–not that anyone at Facebook will be interested in what I think. If you’re going to build a business model on tracking people’s activity and then monetizing it, own it.

If Facebook were honest, they’d make less money — a lot less.

So they won’t be honest.

It’s that simple.