Everything is about ‘together’. Currently for Facebook, but later this’ll go for every brand.
And where privacy is concerned it’ll be really simple: users will get full control. They get to decide who gets access to which data when and for how long. And with ‘who’ I mean other brands too. So that you can trust certain brands to use certain personal data permanently. Like your address. In my book I already gave a slew of examples of this (so I’ve already given them in 2005; later more on the evaluation of my predictions).