Facebook's FTC worries go beyond a massive fine

Facebook may be facing a multi-billion dollar fine from the Federal Trade Commission over its privacy practices, but it’s the possibility of mandated changes to its data-driven business model that could be much more threatening to the company and its bottom line. The agency could seek changes in company behavior as part of a negotiated settlement, including limiting the way it collects and handles user data — the lifeblood of Facebook's advertising-driven business. The FTC could also demand the company accept tighter regulatory oversight; new, more aggressive privacy auditors; or even management changes, up to the level of Chairman and CEO Mark Zuckerberg. It's those those kinds of remedies — that go beyond a cash penalty — that are the truly scary prospects for the social network. And the way the case plays out could have broad implications for Silicon Valley's other tech giants.