As the ever-pithy Henry Blodget says:

“You can dismiss whiny “pundits” all you want, but when major advertisers you touted as being charter members of the program decide you jerked them around, you had better start apologizing in a hurry”

I wondered if Facebook’s privacy issues around its Social Ads and Beacon would hit the bottom line yesterday.  Well, it turns out its already beginning, not because, perhaps, less people are using it, but perhaps an even *worse* reason.

Example?  Coke, one of the major blue-chip advertisers doesn’t want to stain their brand by being associated with another brand that has contentious privacy issues, which is really geek-speak for “trust issues”.

I guess the bigger question is if there are other blue-chip companies who are going to follow Coke’s suit around these severe “trust issues”, and moreover, how long this “probationary period” will take particularly since it is saying one thing, and doing something very different — right now — and right to our faces.