Skepticism, surprise as Facebook launches rebrand

The name change comes as the world's largest social media company battles criticisms from lawmakers and regulators over its market power, algorithmic decisions and the policing of abuses on its services.

"All the same people work there, and I imagine especially so at the top of the ladder, so it seems like the same company to me," said Manuel Borras (23), a senior at Stanford University.

"This is actually the first time I'm hearing of the rebrand. I actually deactivated my Facebook about a year and a half ago," said Eliza Rabinowitz (32), a pharmaceuticals consultant.

Allen Adamson, a marketing and branding expert who co-founded Metaforce, a marketing firm based in New York, said rebranding Facebook now makes people think Zuckerberg is trying to create a "distraction."

"What makes this awkward is the fact that it's being launched from Facebook, which is under siege and the Facebook brand and the Mark Zuckerberg brand are one," said Adamson.

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