Mark Zuckerberg is on a mission to rehabilitate Facebook’s image. The CEO announced his new “privacy-focused vision” for the social media platform this week – but it looks more like a PR stunt than anything else.

“Privacy gives people the freedom to be themselves and connect more naturally, which is why we build social networks,” Zuckerberg wrote. Now, is there anyone who really believes Facebook was built to give people “the freedom to be themselves?”

Zuckerberg does understand, however, why people are questioning Facebook’s newfound commitment to privacy, “…because frankly we don’t currently have a strong reputation for building privacy protective services.” For a company plagued with privacy scandal after privacy scandal, that seems like a bit of an understatement.