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Facebook may have realized just how powerful they have become, by being forced to listen to their own users who have forced them to back down over the controversial Beacon advertising technology.

Beacon would inform friends and businesses what you were looking at, something which many found intrusive to say the least:

More than 50,000 Facebook users signed a petition calling on the company to alter or abandon its Beacon advertising technology.

The major change is that Beacon is now an opt-in rather than opt-out system, so you have to say that you want the information to be tracked.

An apologetic Facebook said:

“We’re sorry if we spoiled some of your holiday gift-giving plans,” read the letter. “We are really trying to provide you with new meaningful ways, like Beacon, to help you connect and share information with your friends.”

Via [BBC]