In case anyone has missed the writing on the wall over the last few weeks, Facebook’s new advertising adventure Beacon has finally run aground.

In an attempt to justify (in my opinion) a way over inflated valuation of $15 Billion Mr. Zuckerberg must continue his foray into cloak and dagger marketing techniques. Angry over the alignment of opting in versus opting out a percentage of Facebook users have struck back through the auspices of MoveOn.org. It is reassuring though to know that the same group that gave us General BetrayUs earlier this year is now after Mark Suckeredusberg.

At the heart of the issue is the assertiveness of Facebook’s willingness to air everyone’s laundry whether it is dirty or not. With Microsoft looming large over Zuckerberg’s head an effective advertising channel needs quantifiable ROI. So sure Facebook ruined everyone’s Christmas this year. But how else would you be able to complain about it to your friends if not via Facebook. Myspace? I don’t think so.

Although Facebook continues to be the social network of choice there are only so many aggressive pushes users will accept until they finally pull away for good. Although the American entrepreneurial spirit is one of two steps forward one step back. I believe Mark Zuckerberg has out paced himself on this one. Beacon was four steps forward, resulting in five steps back. It will take time to see if users are willing to accept such an aggressive approach to divulging personal content. In the interim if anyone knows of a good alternative to Facebook, friend me, please.