A pale Mark Zuckerberg blinked nervously and shifted in his chair. The head of social media giant Facebook sat before stony-faced members of a US Congressional committee in April facing interrogation over a scandal that saw the personal data of millions of users harvested for political campaigning.

The risk to the company’s future was evident, as Zuckerberg’s uncomfortable appearance betrayed. Yet, little of this risk was reflected in the standard financial metric for assessing the likelihood