I think the dichotomy was the language Facebook used to discuss their mission, not as profits but as a social company solely doing good. For example, in 2012, a

I think the dichotomy was the language Facebook used to discuss their mission, not as profits but as a social company solely doing good. For example, in 2012, a book they gave to all their employees read: "Facebook was not originally created to be a company, it was built to accomplish a social mission—to make the world more open and connected." I wrote a tweet series critiquing this: https://twitter.com/nemild/status/1006533287378968576 https://twitter.com/nemild/status/1006533287378968576