Mark Zuckerberg has made no secret of his recent transition into a principled family man - since the birth of his daughter he pledged 99% of Facebook shares to charity.
Now the young entrepreneur seems to want us all to share his values, announcing that the social network will amend its News Feed algorithm to focus on posts from friends and family.
Bad news for news organisations and brands who look to be given less attention on their customers feeds, Facebook's engineering director elaborated on why they're making the change:
"We've heard from our community that people are still worried about missing important updates from the friends they care about."
Facebook also explained the "values" behind the News Feed saying that:
"Facebook was built on the idea of connecting people with their friends and family. That is still the driving principle of News Feed today. Our top priority is keeping you connected to the people, places and things you want to be connected to — starting with the people you are friends with on Facebook."
An impassioned response to their users or a savvy move to get brands to pay them to display more of their content? We couldn't possibly say.