UPDATE: Oh yes, maybe it was the NFL playoffs! There's always a more obvious answer, especially for those of us who only hear about spectator sports when our pilot announces a game score as we touch down in SFO.

Beacon alerts appear in Facebook users' news feeds. That's valuable advertising inventory, where Facebook currently sells ads at a CPM, or cost per thousand impressions, of $5 to $7, or so we hear. Facebook's Beacon partners, however, get that placement for free.

It's understandable that Facebook would be cautious in charging for such a novel advertising medium. But it also displays a lack of confidence in Beacon that belies Zuckerberg's bluster. If he really believed in Beacon, why wouldn't he demand that advertisers pay for it? As it stands, Beacon has generated a ton of bad press for Facebook, the 60 Minutes interview included — and exactly zero million dollars of revenue.

"I have a little one-bedroom apartment with a mattress on the floor," he told Stahl.

OK, so maybe we got it wrong when in early December we reported Zuckerberg cashed out. But Zuck's taste in Italian leather loafers — his only upscale apparel — tells us maybe he wishes we'd gotten it right.

Stahl mentions a man who bought his wife a diamond ring on Amazon Overstock.com, not knowing that Facebook immediately ruined the surprise by telling her and all their friends. It's a neat sob story, even if one could cook up more lurid examples of how Beacon might violate privacy and embarrass users.

In this clip, Stahl asks Zuckerberg about Beacon's privacy violation, and criticizes his "canned" answer. This is nothing brave, since the Internet and news media have already ripped Zuckerberg apart for Beacon. Stahl even cops out on condemning Zuckerberg, letting Wall Street Journal columnist Kara Swisher deliver the death blow.

Brief and incomplete as Stahl's criticism is, it feels good to finally see Zuckerberg get a little of what's coming to him for ruining his promising social network with invasive marketing. Of course, it'll feel better if the criticism wasn't followed by the details of Zuckerberg's wardrobe. Oh boy! Open-toed shoes! Other clothes representative of the casual dressing habits of a 23-year-old male! What a quirky privacy-butchering tech mogul!

• Why were Facebook employees allowed to access private user profiles for their own amusement? What have you done to stop that practice?
• Why did you bother to launch Beacon ads, and endure a roiling PR crisis over Facebook's disrespect for users' privacy, when you don't even charge for those ads?
• How badly, exactly, did you rook Microsoft when you renegotiated your ad deal and took their $240 million?

On that last point, there will be an answer soon. And on Valleywag, not 60 Minutes.

Then just remember Razorfish. What's that? You don't remember Razorfish? Exactly. Jeff Dachis, former CEO of the online ad agency, was crucified on television by a 60 Minutes episode in which he proved unable to define what, exactly, his dotcom did to earn its keep. "We've asked our clients to recontextualize their business," said Dachis. Gotcha. While the 60 Minutes appearance wasn't the only thing that did Razorfish in, Dachis's company, once worth $4 billion, was soon sold for $8.2 million. Let's hope Zuckerberg fares better on camera.