In other words, Facebook has a strong financial incentive to misrepresent (to ad-viewing customers, if not to investors) exactly how much social-ness is present to experience, and how much approval and attention the user gets from participating.
Soon everything will be The Truman Show.
To me, this feels more like acquiring the name. Everyone's heard that 'trademark' so they want to have it so they could reuse it for whatever they make later.
And yet, here we are.
I can see that becoming a viable new grift template