With the introduction of the timeline feature on facebook accounts the company might face an intensifying discussion about its use of private data. The new function was announced as a tool to turn biography realted images and data into a chronical order but users had to realize that this feature has become a standard on all accounts without asking the cusomers for permission. Facebook is under attack for its privacy poltics already since a while. The European Commission considered to investigate in this matter but in opposite to the response of adminsitrations and political institutions the main risk for facebook might be the response of users. The service that turned ‘friendship’ into a commercial data related domaine is depending from fashion trends and youth behaior as well. To lose its ‘coolness’ status among you people as it happens already in Europe and the US might lead to an unexpected business opportunity of privacy-aware online service providers coming up with alternative services.