> When a company starts playing weird games with how it reports user activity, something is going very, very wrong. In general, when a company starts trying to

> When a company starts playing weird games with how it reports user activity, something is going very, very wrong. In general, when a company starts trying to obfuscate the true numbers about its revenue, growth, or profit, it’s a bad sign. Citation needed. When companies shift from Monthly to Daily active users for example it's a perfectly valid way to recognize that they want to change the way they think about their north star metrics. At Facebook scale, I think it's rather brave for them to change the most important metrics that they report, showing that they're still open-minded to innovate on that frontier (and they are most certainly on that frontier as few companies operate on that scale). Having worked there in the past I would believe that this isn't just a vanity change, most likely a fundamental change on how their teams will be viewing these metrics and objectives, and may lead to material differences, likely for the better.