Maybe it was just lip service and their heart was never in it. Facebook makes money by making it possible to advertise to specific individuals based on the psychographic profiles they create (including people who aren't even on Facebook). Getting called before Congress and being angrily shouted at by lawmakers isn't fun but I suspect Facebook would sooner allow itself to go out of business than to allow the process by which they make the sausage to become public because it's the difference between looking for a new job and looking for someplace to hide.