Really surprised they didn't name Julian Assange as their "Person of the Year".
This article offers some answers as to why.
Of course, for many the surprise is not so much that Zuckerberg was given the award, but that runner-up Julian Assange was not.
Assange is undoubtedly the man of the moment, and in a sense, the whole year; though WikiLeaks' latest release of Embassy cables has attracted a swarm of media attention, earlier releases of the Iraqi
Collateral Murder video and the Afghan war logs made a huge public impact.
Up until this week, Assange seemed like a shoe-in for the award. He received by far the most votes in TIME's user poll, coming in just over 382,026 (compared to Zuckerbergs mere 18,353 votes).
TIME, for its part, has been clear that the Person of the Year is less an award and more recognition of a person or persons who have "done the most to influence events of the year."
The magazine readily admits that their editors reserve the right to disagree with the user vote, but with the US and other governments hot on Julian Assange's tail, many are speculating that the decision was a political one.
Though direct government pressure seems unlikely (but not impossible), the idea that TIME chose cuddly Zuckerberg over international man of mystery Assange in order to appease an increasingly belligerent US government is entirely feasible.
Business interests
There are also, of course, financial considerations. Backlash over TIMEs choice of Ayatollah Khomeini in 1979 allegedly resulted in thousands of subscription cancellations.
More than two-thirds of the American public believe that Assange should face criminal charges, according to a recent ABC News/Washington Post poll; had TIME gone with the controversial figure anyway, they might have risked losing subscribers once again.
The biggest question of all in regard to TIME's choice, however, is also the most benign: "why now?" Facebook hit its peak in 2008, when it became the worlds most popular social network.
Since then, though it remains on top, criticism against the site has only grown as privacy breach after privacy breach angers users and security advocates. Awarding Zuckerberg TIMEs top honor may have made sense two years ago, but in 2010 and in light of the worlds captivation with WikiLeaks and Assange, it now seems out of touch.