Mark Zuckerberg is promising Facebook users a new button to express an emotion other than "like".
It's being referred to as a "dislike" button, though Zuckerberg says it's going to be a tool to express empathy, rather than contempt.
It's unlikely to look like a thumbs down or allow users to downvote content, YouTube-style.
Facebook's iconic "like" icon wasn't even going to be a thumbs up.
The original symbol was a star.
2009: The birth of 'liking' things
Campaigns to have a dislike button began from the moment the 'like' button was introduced in 2009 (yup, it didn't always exist!).
Some argued that liking people's sad statuses (someone posting about the untimely death of their dog for example) seemed wrong.
This unease with "liking" became more of a problem when increasingly Facebook became a place people went to find and read news.
How could you "like" an article about a murderer? Or awful tragedies? Yet you still wanted to acknowledge you'd appreciated the post.
Alongside apps that allowed people to see what their friends were reading (later removed for being too invasive) Facebook introduced a 'recommend' tool so that people reading news articles didn't have to 'like' tragic reports.
These were featured on news websites, rather than Facebook itself, but your recommendation was published to your newsfeed.
Most sites don't use them anymore, instead allowing people to customise what they post along with the article.
How you share an article from the Newsbeat: no likes involved
But the recommend button wasn't enough for disliking fans, they wanted more.
In 2012, scammers took advantage of the desire to dislike.
Facebook users were sent messages with a link to "enable the new dislike button" after which a browser extension would load, installing adware on your computer.
Adware puts adverts on your page, littering spam all over your profile.
The appetite for a dislike button even led to one company developing a "haters app", allowing users to log in and share their dislike of content on Facebook with other users.
Youtube has both a thumbs up and thumbs down button
But it's negativity like this that Facebook wants to distance itself from.
At the end of last year Zuckerberg said: "Some people have asked for a dislike button because they want to say, "That thing isn't good." And that's not something that we think is good for the world. So we're not going to build that."
That's not to say Facebook hasn't experimented with new buttons to encourage people to share their feelings.
In January of 2014 a new option in the status update box was rolled out allowing you to show how you felt with an icon.
This caused a bit of controversy after a "feeling fat" option was discovered.
The double-chinned emoji was subsequently removed in July of this year after some users set up a petition to Facebook saying they reinforced negative body image.
People on social media have posted concerns that the new "dislike" button could also have a negative impact on Facebook users.
In particular they think a 'dislike' button could encourage trolling.
While we don't know much about the new feature, we do know that is not the direction Facebook is heading in.
Some have speculated part of the reason for this might be because advertisers are concerned users could dislike their products.
But as a commenting feature already exists, that seems unlikely.
A button to express a different emotion will be useful to Facebook though as it would tell the company even more about our relationships both on and offline, data that is useful to them and their advertising business.
Other ideas suggested in the past include a "hug" type button.
In 2013 after a Facebook hackathon (an internal event where workers at the company are encouraged to collaborate and share creative ideas) a Facebook engineer said a "sympathise" button had been developed but there were no plans to roll it out to users.
Could this be what Zuckerberg is hinting at in his new Q&A?
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