Not that I like or hate zuckerberg or face book, but just a point to think upong I wonder why it wants to use the facebook - analogy of (dis)Like on the faceboo

Not that I like or hate zuckerberg or face book, but just a point to think upong I wonder why it wants to use the facebook - analogy of (dis)Like on the facebook founder itself. If it wants to downrate the article, why didn't it use some other means to do it ? The image itself shows the impact of facebook.