'Treat us like something between a telco and a newspaper.'
This is what Facebook founder Mark Zuckerberg is telling European regulators and politicians as a new round of rules is being considered.
As a society, which do we think is the preferable analogy?
Do we want it to be like a telecoms network, where trillions of bits of data flow through without being looked at? Or a newspaper, where every last word is legally accountable and actionable?
"I actually think where we should be is somewhere in between," he told global leaders and security chiefs in Munich.
In large part, it is the telco model of regulation which has seen social media firms such as Facebook, Twitter, Instagram and YouTube become the world's largest, most influential media platforms.
Don't blame us, the founders say. We're only posting what ordinary people say.
But with mass migration online comes a chronic need for new regulatory measures.
In Ireland, we look set to appoint a new online safety commission with greater powers over social media firms.
But it stops far short of treating Facebook as RTÉ or the Irish Independent. It can order Facebook to take posts down, but still asks the giant largely to set its own rules for a large chunk of controversial or offensive content posted there.
The cold reality is that many of us haven't definitely decided what restrictions we really want from digital utilities like Facebook and Whatsapp.
This is a policy shortfall that Mark Zuckerberg has been asking about more publicly in recent years, both when it comes to harmful content and political advertising.
"Who decides what counts as political advertising in a democracy?" he wrote in a 'Financial Times' op-ed yesterday. "If a non-profit runs an ad about immigration during an election, is it political? Who should decide - private companies or governments?"
There remains sharp division throughout our society on the right balance to strike.
Some believe there should be no difference in regulation between Twitter and the 'Herald'. Others go even further, arguing that social media users should be required to upload a passport or PPS number to use Facebook.
But there remains a large number of people who want minimal legal regulation, lest authorities try to seize too much control.
We need to arrive quickly at a clearer consensus on this.