It’s tough to get a straight answer these days about Facebook’s troubled privacy policies but Mark Zuckerberg was coerced into unveiling a secret of his own at the Wall Street Journal’s D8: All Things Digital conference – what’s inside his hoodie.

Walt Mossberg and Kara Swisher had Zuckerberg on the hot seat when Swisher skillfully slid in the request. The young CEO was reluctant at first until the warm stage lights and the thick hoodie added up to one sweaty situation. Zuckerberg unzipped, and Swisher joked we were witnessing a “great moment in Internet history.”

So what is printed inside the Facebook hoodie? Their mission motto: Making the world more open and connected. Swisher likened the design to “a secret cult” and wondered if the “weird symbol” in the middle was for the Illuminati. Take a look below and click here for more from the Zuckerberg D8 interview.