This artistic intervention in the social web space shows the fragile nature of our traditional notion of privacy in a medium where our personal data have become merchandise that can be exploited for commercial purposes. Cirio and Ludovico stole the information of a million personal profiles in Facebook, classifying them by their facial features. With these data they created a false dating website, Lovely-Faces.com. Over the course of the five days of the life of the project, it received over one thousand mentions in the media, eleven threats to sue, and several letters from Facebook’s lawyers.