So, Facebook has some introduced some new tools so you can have better control over how and with whom you share information, as well as a bunch of other goodies.

There’s plenty of other places dissecting the nitty-gritty of Facebook’s announcement but what is perhaps most interesting is how Facebook continues to wrestle with the public-private issue. On one hand, it wants more of its users information to be public so more page can display advertising. Facebook’s advertising business is based on volume, volume and more volume given many clients use a pay-per-click formula.

On the other hand, Facebook has continued to get slapped for trying to make more user information public, which is well deserved for ill-advised moves such as making some personal controls public as the default. It has also forced users to opt out of new features as Places.

What makes today’s announcement intriguing is how Facebook has been forced to continually address the privacy thing. For whatever reason, it just can’t seem to get it right. Maybe it has to do with Mark Zuckerberg’s belief that total transparency is a good thing so why would anyone want to make anything private. The only problem is that not everyone is ready for total transparency – at least not yet.

Maybe Facebook’s new controls will address some of the concerns about the company’s approach to privacy. Maybe it will mean that I won’t be forced to check my privacy setting on a regular basis just to make sure Facebook hasn’t been fiddling around with my settings as part of a “new and improved” privacy policy.

Still, this is probably not the last time we’ll hear about “new controls” from Facebook. Count on it.