Messrs Milner and Zuckerberg are surely aware that their business is perceived as an occasionally creepy timesink that made them enormously rich while adding li

Messrs Milner and Zuckerberg are surely aware that their business is perceived as an occasionally creepy timesink that made them enormously rich while adding little value to society. I'm sure they're not happy about this and would want to change this perception. One way to accomplish this is to pay a team of celebrity scientists for the privilege of associating your names with theirs.