Facebook’s change hasn’t been for the meta

The owner of the social graph wants to be bigger than that but few will play ball.

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I once knew a student who asked to be called by the name of Beats. It turned out that his real name was Kevin and I never heard anybody call Kevin, a shy boy with a carapace of arrogance and ferociously protected cool, by his desired assumed name. That’s the thing about names: they stick and are hard to shift and shed unless you inhabit the celebrity jungle where the whole world and its rules and codes pretty much turn upside down.

As a journalist, I find names to be revealing: they highlight often unacknowledged truths and changing the name of a person or company often points to some sort of failure, trauma or attempt to pivot away from a path that led to undesirable locations. Forgive the public musings but, to get to the point, I’ve been dwelling on the Facebook name change for a few weeks now. Acceptance so far: at best partial and with some mickey-taking. It’s my conviction that the odds of it being widely adopted are longer than even money.

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