I once had a discussion with someone who does brand auditing for a living, and they said the brand perception of social media in general (and FB specifically) i

I once had a discussion with someone who does brand auditing for a living, and they said the brand perception of social media in general (and FB specifically) is very similar to the IRS. Whether FB is evil or not (it's a very rare person who tries to be evil), no one loves them. People only love communities they can wrap their arms around, and past a certain size that isn't possible. If Snapchat is lucky that'll happen to them one day, too.