Hen Facebook founder Mark Zuckerberg took to the stage at the McEnergy Convention Centre in San Jose, California, on May 30 a lot of people assumed that Facebook's annual developers conference F8 2019 would focus on the company's products and services. It did. But before that Zuckerberg delivered his prophecy for future: "The future is private," he said. It was a good beginning for a company that has been hammered in the last couple of years over this thorny issue of privacy. And it was a good beginning despite the fact that Zuckerberg tried to joke around this issue of privacy -- he failed rightly -- and delivered his lines promising to do better with a smirk on his face.

Sadly, what followed after the "future is private" talk at F8 2019, as Facebook demoed its new products

and services, showed that the company might be talking about privacy but it is not yet ready to walk the talk.

First the F8 privacy talk
"I believe privacy is future," Zuckerberg said in his opening statement at the F8 2019, indicating that in the coming years he would focus on fixing the social media platform marred by scandals - something that the Facebook founder first talked about in his personal challenge last year. However, his opening statement instead of sounding assertive in a way that would instil trust, and perhaps even a degree of the hope, which people have lost, sounded more epiphanous. It was as if it had suddenly dawned him that privacy would be important in future even if that might not have been until now.

During his hour-long address, Zuckerberg talked about six principles that would serve as a handbook for Facebook in the coming days - something that he had already highlighted in a 3,000-word long message last month. He talked about his company focusing on the concepts like encryption, safety, secure data storage and he talked about updates to Facebook and its sister apps.

As I mentioned earlier, the focus of Facebook this year, at least on paper or in other words posts made on Zuckerberg's FB page, entirely is on privacy and on showing the world that it can change. Facebook wants to show the world that despite the biggest privacy scandal in history, despite the user accounts being compromised in data breaches, despite the company "accidentally" storing account passwords of millions of users in plain text, despite the company trying to device methods to bypass the security of Android OS for gathering user data and despite the company using email ID passwords for verifying their Facebook accounts it can be trusted. During his keynote address, Zuckerberg tried doing just that - in simple words selling everything under one umbrella.