The CEOs of two American tech heavyweights have been going at each other in recent weeks. The most recent salvo came from Facebook CEO Mark Zuckerberg, who is firing back at Apple CEO Tim Cook.

Cook has been calling for increasing the regulations on social media, sometimes challenging the monetizing of user data at all. Speaking to Vox, Zuckerberg defended his business model, adding that any criticism from Cook about the way Facebook does business is “unfounded.”

“You know, I find that argument, that if you’re not paying that somehow we can’t care about you, to be extremely glib. And not at all aligned with the truth,” Zuckerberg said, before adding, “The reality here is that if you want to build a service that helps connect everyone in the world, then there are a lot of people who can’t afford to pay… Having an advertising-supported model is the only rational model that can support building this service.”

That hasn’t stopped Cook from going after Facebook. Recently, the Apple CEO was asked how he would ‘handle’ the Cambridge Analytica scandal, and Cook was blunt in his assessment: “I wouldn’t be in this situation… The truth is, we could make a ton of money if we monetized our customer – if our customer was our product… We’ve elected not to do that.”

Cook has even gone so far as to refer to internet privacy as a “human right” and a “civil liberty,” during an interview with MSNBC. Cook said he doesn’t like it when ads pop up related to his online browsing: “It’s creepy when, all of a sudden, something is chasing me around the web…”. This is one prime example of why looking at alternatives to Google Chrome is a good idea when you’re searching online, as your security can be breached therefore leading to unexpected ad pop-ups. Alternatively, you could try using a proxy service (such as those designed to work with The Pirate Bay) to browse on the regular if you must stay with Chrome.

That line of commentary fits well in with one of Apple’s latest sales techniques, promoting the brand’s commitment to ‘privacy’ and ‘transparency’ as reasons to choose their services over other companies that do, reportedly, sell user data.

Despite iTunes, Apple TV, and other downloadable or streamable content, Apple claims the company still makes most of its money off of hardware, mainly handsets like the iPhone or tablets like the iPad. Meanwhile, most social media companies make their money by collecting, collating and selling user data to advertising companies.

Zuckerberg believes his business model can be profitable and fair for users, calling Facebook a service for all people. “If you want to build a service which is not just serving rich people, then you need to have something that people can afford… I think it’s important that we don’t all get Stockholm Syndrome and let the companies that work hard to charge you more convince you that they actually care more about you…”

Wow… Your move, Mr. Cook.

Ronn Torossian is a leader in the public relations and communications industry

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.