The moguls wandering through Sun Valley, Idaho, in the hopes of running into Facebook CEO Mark Zuckerberg, will be sorely disappointed. Contrary to reports, he's not attending the conference, appearing instead at Fortune's iMeme conference in San Francisco. Sun Valley will have to settle for Facebook COO Owen Van Natta. Though they might not mind the substitution. Van Natta comes with several years of experience as Amazon's vice president of worldwide business and corporate development, where his duties included brokering deals with the same Hollywood types now clogging Sun Valley's streets.