I'm old enough to remember the 1993 Jack in the Box e. coli outbreak... and then fast-forward to Chipotle's 2015 handling of the same thing. The responses between then and now were staggering differently. Back then it was "deny, deny, deny". In today's PR conscious world - for better or worse - the people expect an immediate confession from the very top.

Given's FB's breadth and depth of exposure to many people's lives, I would expect no less than to see Zuck fielding questions in front of the cameras. It will certainly be a circus and many people will tune in to watch - but if handled correctly can bring an enormous amount of goodwill back to FB - which it desperately needs right now.