Embroiled in a mega-controversy, Facebook has rebranded itself under a new name: Meta.
The name change in Facebook’s parent company was unveiled by Mark Zuckerberg at the company’s annual Connect conference on Thursday afternoon after an hour-plus presentation highlighting Meta’s efforts to build out a VR-enabled “metaverse.” The Facebook name “just doesn’t encompass everything we do,” Zuckerberg explained in announcing the Meta move.
Despite the hype, tech observers and Facebook hawks aren’t so taken with the name change. And they’re certainly not ready to forget the ongoing Facebook Papers document leak from whistleblower Frances Haugen, which accuses Facebook—or now, Meta—of sowing societal dissent and continuously putting profits over user safety.
A key metaverse architect was little impressed with the big repositioning. But the most attention came from the toughest critics in the world—those on social media.
There have been a lot of Facebook and Zuckerberg memes through the years. There was the “Zuckerberg is a lizard person” era. There was “smoking brisket and ribs,” and even Jesse Eisenberg’s portrayal of Zuckerberg getting handed a note in The Social Network made the rounds.
But with Meta, the jokes are a bit more heavy-handed.
Meta PR
A new MetaPR Twitter account was quick to crop up to reassure everyone that Facebook will be operating business as usual—warts and all.
Rest assured, our decision to change the company's name from #Facebook to #Meta does NOT mean we'll be changing who we are or how we operate.
— MetaPR (@meta_PR1) October 29, 2021
We're the same shadowy, morally dubious tech company we've always been.
But hey, new name! #Metaverse
Rest assured, our decision to change the company's name from #Facebook to #Meta does NOT mean we'll be changing who we are or how we operate.
We're the same shadowy, morally dubious tech company we've always been.
But hey, new name! #Metaverse
Most are pessimistic of any meaningful change in Facebook’s culture at all.
— Phil™ (@Henkepotamus) October 28, 2021
Facebook is so freaking cool pic.twitter.com/0YeUz3YyNx
— Matt Negrin, HOST OF HARDBALL AT 7PM ON MSNBC (@MattNegrin) October 26, 2021
Facebook is so freaking cool pic.twitter.com/0YeUz3YyNx
Literary allusions
As Halloween approaches, a reference to Mary Shelley’s gothic masterpiece is welcomed.
actually Meta is the name of the company. Facebook is the monster
— BR⚢KE (@BabblingBrookeA) October 29, 2021
actually Meta is the name of the company. Facebook is the monster
Of course, an out-of-context Succession reference earns points.
feeling meta pic.twitter.com/clLob5gmir
— Dan Diamond (@ddiamond) October 28, 2021
feeling meta pic.twitter.com/clLob5gmir
And there were references to the 2010 biographic David Fincher film, The Social Network.
drop the "verse". just "meta", its cleaner. pic.twitter.com/S9z8y3qoHB
— tyler (@technicallyty) October 29, 2021
drop the "verse". just "meta", its cleaner. pic.twitter.com/S9z8y3qoHB
The PlayStation play
Some on Twitter drew parallels between Meta and what Sony tried to accomplish with the short-lived PlayStation Home experiment. Launched in 2008 as an “open beta,” Home was designed as a social space where PlayStation users, through customizable avatars, could interact, host events, and play games together. Home became a moneymaking machine for Sony, as users could spend money on virtual items for their “apartments” and costumes for their avatar. Brands like Red Bull also got involved in selling virtual items and hosting events. Sony eventually closed down Home in 2015, without ever formally releasing the product.
Commenters on Twitter were quick to compare Facebook’s metaverse announcement—and the awkwardness of some of the character models—with Home. Tweets said Horizon was PlayStation Home “for crypto dorks” or “with a sinister atmosphere.” Social media users also compared Meta’s focus on NFTs with PlayStation Home’s use of microtransactions.
'imagine playstation home, but I, Mark Zuckerberg, was watching you constantly.' pic.twitter.com/S0k9xVn8i9
— Heather Anne Campbell (@heathercampbell) October 28, 2021
'imagine playstation home, but I, Mark Zuckerberg, was watching you constantly.' pic.twitter.com/S0k9xVn8i9
Can't believe Facebook has invented PlayStation Home
— Ryan T. Brown 🔜 WASD (@Toadsanime) October 28, 2021
Can't believe Facebook has invented PlayStation Home
BookFace
And then there are those who are just disappointed in the choice of name.
Was low-key hoping for book face
— Ⓜ️ (@shittalkermarco) October 28, 2021
Was low-key hoping for book face
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