"We have a responsibility to protect your data, and if we can't then we don't deserve to serve you," so Zuck says.

"Protect" is the keyword. He means protect while letting Facebook be profitable. Facebook's business will not let him do that without losing a large chunk of its profits.

I expect a lot of talk but little effect on how they sell their data. The problem is that "free to user" = "sell my data". The model fundamentally works against the everyday user.

The only fix is for people to guard their data. It's your data! Facebook is not your friend so don't act as if it is.