Following Facebook's data scandal (google Cambridge Analytica), the company is having a real PR/branding crisis. The same kind Uber had a few months ago. It's interesting that these big tech companies are now having such a hard time with what they probably once consider trivial problems: branding, public opinion and reputation. We're back to the 50's, branding matters, even if you're a huge smart tech-can-solve-it-all company. At this scale, you're no longer a startup and all of this matter. You can't get away with it 'because you have a good technology product'. People have expectations; people trust you. Or they don't.
Related: The Facebook Brand on Stratechery