There was a negative connotation associated with the FB brand, which caused people to leave, so they rebranded and it's like they have a clean slate. [1] They now seem to be on a hiring spree again to get more people to build a bigger surveillance empire using heavy stock comp. Stock growth is dependent on their ability to keep the masses pacified while hoarding more data and targeting better.

From the Facebook SDK that is embedded on nearly every app that's constantly phoning home, to the largest social media apps, they hoard so much data. If GDPR doesn't unfaze them, I don't know what regulation will.

[1] https://www.businessinsider.com/facebook-employees-are-more-...