Alternative take: this is an attempt by Zuck to push regulation preemptively in order to counter the recent bad press. Better that the gov't create rules affecting all players (all companies affected, including FB) than to continue having just your own company in Washington's crosshairs.
Even if he doesn't get to dictate the regulation (thus not achieving regulatory capture), it would still accomplish the mission of keeping the business alive. They will continue selling their ads and making money, regulation or no regulation.
Even if he doesn't get to dictate the regulation (thus not achieving regulatory capture), it would still accomplish the mission of keeping the business alive. They will continue selling their ads and making money, regulation or no regulation.