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Chronicles

The story behind the story

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In 2018, Oculus' Jason Rubin sent a paper to Facebook executives laying the foundation for Meta's ambitions and detailing the need to own the VR market

- In 2018, an Oculus executive named Jason Rubin wrote a 50-page document headlined “The Metaverse” that he sent to a Facebook board member and some top execs. Tweets: @kevinroose , @charliefink , @sunguroku , @kgpaints , @treytitone , @hiattb , @mattrosoff , @mattrosoff , @jumanatag , @scobleizer , @brittain_ladd , @bulldozer747 , and @whiskey_n_wifi . Thanks: @mattrosoff Tweets: Kevin Roose / @kevinroose : A truly terrifying document. And its author was promoted! https://www.cnbc.com/... https://twitter.com/... Charlie Fink / @charliefink : In 2018, an #Oculus executive named Jason Rubin wrote a 50-page document headlined “The Metaverse” that he sent to a Facebook board member and top execs. #Facebook's #Meta mission was laid out in a 2018 paper declaring ‘The #Metaverse is ours to lose’ https://www.cnbc.com/... https://twitter.com/... Trevor Shim / @sunguroku : not tryna be alarmist, as a technologist it's honestly commendable that a behemoth like FB is making such a bold move but so much of the narrative here is around owning, commoditizing, and “winning” the metaverse https://www.cnbc.com/... K. Guillory / @kgpaints : I remember debating that FB/Meta wanted to own/combine virtual worlds for their control, and quotes were given to me proving they did not want that. Well? This new report says that's what the company initially planned to do. https://www.cnbc.com/... Trey Titone / @treytitone : Glad to hear Facebook is embracing the concept of an open and interoperable metaverse. Sounds like they came to the realization in the last few years that a closed metaverse won't gain the same kind of traction. https://www.cnbc.com/... Brian Hiatt / @hiattb : This is pure horror and should be avoided at all costs https://www.cnbc.com/... https://twitter.com/... Matt Rosoff / @mattrosoff : Pretty amazing and expansive vision here - tip @Techmeme https://twitter.com/... Matt Rosoff / @mattrosoff : “If delivering the Metaverse we set out to build doesn't scare the living hell out of us, then it is not the Metaverse we should be building, it is not what customers want, and it is, therefore, meaningless,” 2018 internal doc: https://www.cnbc.com/... @jumanatag : So much to look forward to: “Priya can interact with others and use the metaverse currency to pay for her avatar's new hair style. Priya eventually meets another user who looks like a green and warty ogre. They end up getting married.” -jason rubin https://www.cnbc.com/... @scobleizer : Mark Zuckerberg is a brilliant strategist. Who told me that? Salesforce's founder @Benioff while we sat next to each other at an early Facebook press conference. https://twitter.com/... Brittain Ladd / @brittain_ladd : THIS IS WHAT FEW PEOPLE UNDERSTAND ABOUT THE METAVERSE I began writing and speaking about Virtual Reality retail in 2013, and I continue to write articles on the topic. https://www.forbes.com/... There will be companies that exist... https://www.linkedin.com/... https://www.cnbc.com/... Polaris / @bulldozer747 : https://www.cnbc.com/... The metaverse is likely to have more than one iteration living next to one another but separate. Think Betamax versus VHS or MS versus Google. One might be optimal for teams and one for leisure or adventure Then passports or tickets become a feature @whiskey_n_wifi : Take your fake and virtual happiness and shove it where the sun does not shine. You all do NOT get to keep selling out our interests and then pacify us with fake and virtual happiness. cc: @Meta @SenateDems @HouseDemocrats @SenateGOP @HouseGOP https://www.cnbc.com/... Thanks: @mattrosoff

CNBC Salvador Rodriguez

Context & Ripple Effects

Jason Rubin’s 2018 internal paper shows that Facebook’s metaverse push began as a strategy to control the VR market, not merely as a later rebrand. Rubin’s subsequent promotion ties that strategy to the company’s leadership choices.

The paper also supplies context for Zuckerberg’s later public vision for the metaverse and for Meta’s later questions about how immersive content would be ranked and moderated. Owning the VR layer would make distribution and governance inseparable.

First-order effects

  • Facebook executives gained an internal blueprint for prioritizing VR-market ownership, while Rubin’s promotion elevated the author of that approach.
  • Meta’s metaverse effort is framed around control of the VR platform, making developers and users dependent on the company’s distribution and policy choices.

Second-order effects

  • Developers face greater leverage from Meta’s app-store rules and acquisitions, concerns later raised as the company funneled billions into VR.
  • Content-ranking and moderation decisions become competitive as well as safety decisions when a single platform mediates social VR experiences.

Third-order effects

  • If VR platforms consolidate around a small number of owners, immersive computing will reproduce the app-store model: hardware, distribution, discovery, and rules concentrated in the same firms.
  • The later drop in virtual-land prices amid receding metaverse hype shows that platform control alone does not ensure durable demand for virtual economies.

The trend: The metaverse push is part of a broader platformization trend in which control of the interface also determines access, discovery, and governance.

Discussion

  • @kevinroose Kevin Roose on x
    A truly terrifying document. And its author was promoted! https://www.cnbc.com/... https://twitter.com/...
  • @charliefink Charlie Fink on x
    In 2018, an #Oculus executive named Jason Rubin wrote a 50-page document headlined “The Metaverse” that he sent to a Facebook board member and top execs. #Facebook's #Meta mission was laid out in a 2018 paper declaring ‘The #Metaverse is ours to lose’ https://www.cnbc.com/... htt…
  • @sunguroku Trevor Shim on x
    not tryna be alarmist, as a technologist it's honestly commendable that a behemoth like FB is making such a bold move but so much of the narrative here is around owning, commoditizing, and “winning” the metaverse https://www.cnbc.com/...
  • @kgpaints K. Guillory on x
    I remember debating that FB/Meta wanted to own/combine virtual worlds for their control, and quotes were given to me proving they did not want that. Well? This new report says that's what the company initially planned to do. https://www.cnbc.com/...
  • @treytitone Trey Titone on x
    Glad to hear Facebook is embracing the concept of an open and interoperable metaverse. Sounds like they came to the realization in the last few years that a closed metaverse won't gain the same kind of traction. https://www.cnbc.com/...
  • @hiattb Brian Hiatt on x
    This is pure horror and should be avoided at all costs https://www.cnbc.com/... https://twitter.com/...
  • @mattrosoff Matt Rosoff on x
    Pretty amazing and expansive vision here - tip @Techmeme https://twitter.com/...
  • @mattrosoff Matt Rosoff on x
    “If delivering the Metaverse we set out to build doesn't scare the living hell out of us, then it is not the Metaverse we should be building, it is not what customers want, and it is, therefore, meaningless,” 2018 internal doc: https://www.cnbc.com/...
  • @jumanatag @jumanatag on x
    So much to look forward to: “Priya can interact with others and use the metaverse currency to pay for her avatar's new hair style. Priya eventually meets another user who looks like a green and warty ogre. They end up getting married.” -jason rubin https://www.cnbc.com/...
  • @scobleizer @scobleizer on x
    Mark Zuckerberg is a brilliant strategist. Who told me that? Salesforce's founder @Benioff while we sat next to each other at an early Facebook press conference. https://twitter.com/...
  • @brittain_ladd Brittain Ladd on x
    THIS IS WHAT FEW PEOPLE UNDERSTAND ABOUT THE METAVERSE I began writing and speaking about Virtual Reality retail in 2013, and I continue to write articles on the topic. https://www.forbes.com/... There will be companies that exist... https://www.linkedin.com/... https://www.cnbc.…
  • @bulldozer747 Polaris on x
    https://www.cnbc.com/... The metaverse is likely to have more than one iteration living next to one another but separate. Think Betamax versus VHS or MS versus Google. One might be optimal for teams and one for leisure or adventure Then passports or tickets become a feature
  • @whiskey_n_wifi @whiskey_n_wifi on x
    Take your fake and virtual happiness and shove it where the sun does not shine. You all do NOT get to keep selling out our interests and then pacify us with fake and virtual happiness. cc: @Meta @SenateDems @HouseDemocrats @SenateGOP @HouseGOP https://www.cnbc.com/...
  • @ballmatthew Matthew Ball on x
    Balanced take from @GenePark - “Zuckerberg's Meta promises a ‘future’ these video games delivered years ago” - there's a reason why gaming, long a subordinated entertainment category (cue: absurd art debate) is now at the center of the next gen Internet https://www.washingtonpost…
  • @nealstephenson Neal Stephenson on x
    Since there seems to be growing confusion on this: I have nothing to do with anything that FB is up to involving the Metaverse, other than the obvious fact that they're using a term I coined in Snow Crash. There has been zero communication between me and FB & no biz relationship.
  • @ibogost @ibogost on x
    It's interesting that this had to be said. (Note too that Stephenson is “Chief Futurist” at hyperfunded, underproduced AR megafauna Magic Leap.) https://twitter.com/...
  • @dansodergren @dansodergren on x
    So very true. Might be on @BBCRadioScot on Tuesday morning to discuss this all... But might not be as feel a bit poorly and looking after Mia as well. So depends on the timings. But a very interesting subject especially as @roblox is down at the monet. Has been for 23 hours. http…
  • @xrandrew @xrandrew on x
    “The revenue model — the way that the makers of the system make money — is more important than anything else because it drives the technical features.” https://www.axios.com/...
  • @genepark Gene Park on x
    part of my passion in reporting about the metaverse stems from my genuine dread over how the media industry will (or won't) evolve. my instincts tell me that just as social media disrupted and tore apart journalism as a business, gaming and the metaverse may finish the job. https…
  • @genepark Gene Park on x
    Facebook is playing catchup to the metaverse, make no mistake, this is fact. Here are the gaming platforms and games that already offer much of Zuckerberg's “future.” https://www.washingtonpost.com/ ...
  • @genepark Gene Park on x
    I give a shout out to Ubisoft's historical tours in the Assassins Creed series. As a geek for Egyptian history it was heaven to stand among marketplaces from 2,000 years ago and learn more. https://www.washingtonpost.com/ ...
  • @mattniessner Matthias Niessner on x
    The “Facebook -> Meta” rebranding is quite a big deal for computer vision & graphics research. It's a long-term commitment by a trillion dollar tech company to virtual 3D cyberspaces (aka metaverse), driven by virtual/augmented reality tech, which is great for our field!
  • @whrobbins Will Robbins on x
    Asimov wrote the Three Laws of Robotics in the 1940s Stephenson coined “Metaverse” in 1993 Is there any sci-fi written over the past 25 years that will be relevant in 2050? Or have we past the golden age of sci-fi? https://twitter.com/...
  • @nicnguyen nic noooOOOoooyen on x
    neal stephenson would like to be excluded from this narrative please and thank you https://twitter.com/...
  • @dimeford Pete Haas on x
    And even if Facebook wasn't behind on features, it's SO far behind these other companies on trust. https://twitter.com/...
  • @michaelcarusi Michael Scare-usi on x
    @GenePark The fact that people still treat gaming as a cute little kids' pastime will never cease to amaze me. Minecraft alone is one of the most successful entertainment properties probably in human history since that gets brought up a lot.
  • @genepark Gene Park on x
    so no. i do not believe the current media ecoysystem has infinite room for perspectives. i don't expect brian stelter or jim cramer to talk about the metaverse at length in any context outside of the facebook lens. if im wrong, i'll be glad for it. but its not happening now.
  • @genepark Gene Park on x
    thank you this is my overall point. this is just “games” so in the eyes of many editors, news directors, cable news anchors etc, it doesn't have anything to do with the future of the internet, when it always has. https://twitter.com/...
  • @xuelder @xuelder on x
    @MichaelCarusi @GenePark Pokemon, a gaming institution, is the biggest franchise in the world. Pikachu is a more valuable mouse mascot than Mickey.
  • @rosejackson3 Rose Jackson on x
    Why I've been urging folks to take the gaming world more seriously. It is often the leading edge of tech and social tech innovation, that then becomes mainstreamed for the world. A lot gets baked in early on, in an industry that gets ignored by policymakers and mocked by others h…
  • @anildash Anil Dash on x
    I'm old enough to remember that when Microsoft finally came under serious regulatory scrutiny in the 90s, they started making more and more vaporware “concept videos” with big promises about shit that they never shipped, hoping to distract from the legitimate criticism.
  • @balajis Balaji Srinivasan on x
    Meta comment on Meta Notice that Zuck went direct with his announcement. And when he decided to give an interview, he gave it to a smart independent like Stratechery, not a legacy media corporation. And it's a good interview. https://stratechery.com/...
  • @heatherkelly Heather Kelly on x
    It looks like Mark Zuckerberg gave embargoed interviews to four white male reporters about Meta. Am I missing any others? Verge, Stratechery, The Information, that one that sounds like a bad word.
  • @karaswisher Kara Swisher on x
    And they asked such tough questions like: Cool skeleton avatar, dude! When can I get one? https://twitter.com/...
  • @sethabramson Seth Abramson on x
    I'm with John—I'm pretty pissed about this. First you have Trump trying to seize the word “truth” by declaring all posts on his new social media platform will be called “truths,” and now Mark Zuckerberg is stealing the prefix “meta.” Screw these rich schmucks and their bullshit. …
  • @frankpasquale Frank Pasquale on x
    “Had social networking emerged in the 1960s, it would have turned out very differently, because much of what Zuckerberg did - such as buying competitors to monopolize an industry - would have been considered illegal.” https://mattstoller.substack.com/ ...
  • @evleaks @evleaks on x
    The Meta favicon https://twitter.com/...
  • @msense_app @msense_app on x
    We are very honoured that @facebook felt inspired by the logo of our migraine app - maybe they'll get inspired by our data privacy procedures as well 👀 🤓 #dataprivacy #meta #facebook https://twitter.com/...
  • @facebook @facebook on x
    Announcing @Meta — the Facebook company's new name. Meta is helping to build the metaverse, a place where we'll play and connect in 3D. Welcome to the next chapter of social connection. https://twitter.com/...
  • @kenroth Kenneth Roth on x
    “A metaverse strategy...could finally get Facebook out from under Apple's and Google's thumbs” so “it doesn't need to worry about getting kicked out of the app store for snooping on users' activity or aiding the illegal trafficking of domestic workers.” https://www.nytimes.com/..…
  • @donal_okeeffe @donal_okeeffe on x
    I think this is the best description of Facebook I've seen in ages: “a Boomer-dominated sludge pit filled with cute animal videos and hyperpartisan garbage”. https://www.nytimes.com/...
  • @senwarren Elizabeth Warren on x
    Facebook changing their corporate name to Meta isn't going to change the underlying facts. They're a monopoly. They crush competition. And they refuse to control the spread of misinformation and harmful content on their site. We need to break up Facebook. https://twitter.com/...
  • @zackbornstein Zack Bornstein on x
    That face when you just wanted a faster way to rank girls by looks and ended up enabling a fascist coup in the richest country on earth https://twitter.com/...
  • @ozraeliavi Avi Yemini on x
    Meta means “she's dead” in Hebrew. Seems fitting. https://twitter.com/...
  • @babblingbrookea Br⚢ke on x
    actually Meta is the name of the company. Facebook is the monster
  • @vancityreynolds Ryan Reynolds on x
    If Facebook can rebrand as Meta without asking me, then I get to rebrand myself as Birthday Reminders, no questions asked. Happy Birthday @AndyRichter.
  • @bettemidler @bettemidler on x
    Facebook is changing its name to Meta. “Knock knock!” “Who's there?” “Meta!” “Meta who?” “Meta whistleblower & instead of improving the way we do business, we're gonna pretend to be a new business!”
  • @meta_pr1 @meta_pr1 on x
    Rebranding from #Facebook to #Meta is not an attempt to remove negative associations around Facebook from the internet. We've already paid Google a bunch of money to do that for us.
  • @mayazi Maya Zehavi on x
    - Amazon's marketplace includes the same surveillance but also owns the cloud for other application. The market is their business, all sides of it - Apple sells the best package & experience tailored according to their rules, their payment rail, App Store, identity & security
  • @mayazi Maya Zehavi on x
    Notice Apple, Amazon & Google are after the same thing, only the difference between the FAANG is what biz model they use to monetize. - Google owns Android, search & mail which is enough to monetize selling user data & surveillance, but the Android distribution is . advantage
  • @jeffjohnroberts Jeff Roberts on x
    @mayazi Smart thread. But isn't hardware FB's achilles heel? Remember the facebook phone a few years back... I agree Zuck is trying to wrest control from Apple et al, but pulling it off is going to be a tough task
  • @mayazi Maya Zehavi on x
    The underrated Zuck move: FB realized that the only sustainable biz model in the stack is one that requires them to own the the OS & hardware. The move to Meta is about to be followed by a shift to more FB owned devices other than the new watch & Occulus (VR headset)
  • @adamnash Adam Nash on x
    @sbyrnes The consumer demand for VR is inevitable, more of a question of who will end up developing the platform(s) for it. Very hard to see a world where VR doesn't happen, more of an inevitable outcome of technology improvement. Timing, of course, does matter...
  • @sbyrnes @sbyrnes on x
    This is the problem with the “metaverse” strategy. Facebook is pursuing it because it's good for Facebook, not because there is real consumer demand. https://www.nytimes.com/...
  • @kenmhaggerty Ken M. Haggerty on x
    @kevinroose I really think everyone is overthinking the “3D chess” behind this. It's just what Mark Zuckerberg thinks is the cool new thing, and he wants to be the person & company to do it. I really don't think it's much more thought out than that.
  • @matthewstoller Matt Stoller on x
    I've had it with endless Facebook scandals. The only way to change behavior is a criminal investigation of Zuckerberg and fellow FB insiders, and there's a strong case for the DOJ to pursue one. https://mattstoller.substack.com/ ...
  • @dkthomp Derek Thompson on x
    @edzitron you're either saying the same thing as Kevin, or missing his point: the fact that the Metaverse doesn't exist in any way is exactly why it's a useful escape hatch! “Mark, we'd like to talk about current disinfor-” “May I interest you in this unfalsifiable tech dream?”
  • @digiphile Alex Howard on x
    “The metaverse isn't about building perfect virtual escape hatches—it's about holding a mirror to our own broken, shared world. @Facebook's promised metaverse is about distracting us from the world it's helped break.”-@ethanz https://www.theatlantic.com/ ...
  • @birdyword Mike Bird on x
    Zuckerberg saying “Never surprise people” and Clegg replying “Right, and that means being transparent” simply has to be a UK political in-joke that someone was paid to include.
  • @joannastern Joanna Stern on x
    I just watched @boztank's AMA on Instagram and it's by far the best summary and Q+A of what Meta is trying to do, especially with Facebook logins, Quest and more. For those with questions I suggest watching.
  • @oliverdarcy Oliver Darcy on x
    “This isn't a vanity stunt for Mr. Zuckerberg,” @kevinroose writes. “In the metaverse, he has found what may be an escape hatch — a way to eject himself from Facebook's messy, troubled present and break ground on a new, untainted frontier.” https://www.nytimes.com/...
  • @jstn Justin Ouellette on x
    for context: john carmack is a game dev god and the ‘consulting’ CTO of oculus, the hardware lynchpin of fb's metaverse https://twitter.com/...
  • @tablehopper Marcia Gagliardi on x
    “The bleakest version of what Facebook might become in the next few years [...] — a Boomer-dominated sludge pit filled with cute animal videos and hyperpartisan garbage — is clearly not the kind of thing the company wants as its flagship product.” https://www.nytimes.com/...
  • @docdre Thot Leedurr on x
    here we go with this technophilic rhetoric: “untainted” and “frontier” *sigh* https://twitter.com/...
  • @dkthomp Derek Thompson on x
    This is a great frame from @kevinroose FB faces - aging risk - platform risk - regulatory risk - reputation risk Meta - skews young w VR/AR - vertically integrates hardware + software - is pre-regulation - is a reputationally unsettled tech frontier https://www.nytimes.com/...
  • @edzitron Ed Dead Redemption on x
    Somehow this misses that they don't really have any kind of metaverse product https://twitter.com/...
  • @mshannahmurphy Hannah Murphy on x
    As Zuck pushes Meta, academics call for metaverse regulation “Meta treats the world as free digital real estate, a resource for corporate extraction, surveillance, commercialisation. This speculation must be preceded by state permit, licence, fee, or tax” https://www.ft.com/...
  • @harrymccracken Harry McCracken on x
    And now for some praise of Facebook's rebrand. https://www.fastcompany.com/ ...
  • @snowden Edward Snowden on x
    Facebook is Facebook. Don't write about the name, write about what they do, because that's what matters. Paperwork doesn't change the nature of a thing.
  • @fvogelstein Fred Vogelstein on x
    Remember when FB went down a few weeks back?A compelling theory on why from friend Chris @SpotOnPolitics “They were migrating (internal systems/web pages/DNS) to Meta. Someone fucked up.Small DNS transfers are hairy. Imagine doing it across millions of servers around the world.”
  • @benedictevans Benedict Evans on x
    Looking again at how Apple demos Smart Home stuff while rewatching Facebook's VR demos from yesterday. https://twitter.com/...
  • @jeffbercovici Jeff Bercovici on x
    Zuckerberg “was presented with research showing that associating any of the company's products with the Facebook brand caused trust to drop,” but kept slapping it on stuff anyway before yesterday's reversal, reports @sal19 https://www.cnbc.com/...
  • @fmanjoo Farhad Manjoo on x
    the meta logo is so bad. The thumbs up was a good logo! Directly tied to the product, sunny and whimsical. smushed infinity is inoffensive anodyne corporate nothingburber.
  • @jordannovet Jordan Novet on x
    fun scoopage from @sal19 on forcing the ‘from Facebook’ name into Instagram and other company products https://www.cnbc.com/... https://twitter.com/...
  • @snazzyq Quinn Nelson on x
    This is sad. Oculus name has a lot of legacy. “Meta Quest” sounds like a bad 90s sitcom. https://twitter.com/...
  • @nytimes @nytimes on x
    The “metaverse” isn't a vanity stunt for Mark Zuckerberg, @kevinroose writes. “He has found what may be an escape hatch — a way to eject himself from Facebook's messy, troubled present and break ground on a new, untainted frontier.” https://www.nytimes.com/...
  • @richardfausset Richard Fausset on x
    “a Boomer-dominated sludge pit filled with cute animal videos and hyperpartisan garbage...” https://www.nytimes.com/...
  • @nytimesbusiness @nytimesbusiness on x
    Facebook's vision for an immersive virtual environment it calls the metaverse could help solve at least four big, thorny problems it faces here in the terrestrial world. https://www.nytimes.com/...
  • @davewiner Dave Winer on x
    Journalism writes about their version of reality, which is different from actual reality. Here's a link to the story (no paywall). https://www.nytimes.com/...
  • @ismaelnafria Ismael Nafría on x
    The Metaverse Is Mark Zuckerberg's Escape Hatch If his new strategy works — a big if — it could help address several of Facebook's biggest problems. Buen análisis @nytimes https://www.nytimes.com/...
  • @gabrielsnyder Gabriel Snyder on x
    in light of the hellscape that Facebook constructed in social media, this description of the metaverse it wants to now build reads like pure sci-fi dystopia https://about.fb.com/... https://twitter.com/...
  • @teddyschleifer Teddy Schleifer on x
    Some Meta news — “Meta” used to be a brand owned by the Chan Zuckerberg Initiative, Zuckerberg and Priscilla Chan's philanthropy. Meta, for unrelated reasons, is sunsetting. And so Facebook and CZI “entered an agreement to transfer those brand assets to Facebook.” Full news. http…
  • @scalzi John Scalzi on x
    Oh, for fuck's sake. One, everyone who uses the term “meta” for anything can expect this asshole's lawyers to get all up in their business, which will be JUST GREAT, THANKS; Two, a racist authoritarian-leaning tech company by any other name still sucks. https://gizmodo.com/...
  • @michaelemann Prof Michael E. Mann on x
    Mark Zuckerberg: please please go live in the Metaverse! https://apnews.com/... https://twitter.com/...
  • @aslavitt @aslavitt on x
    Meta accomplishes only one thing. It allows Mark Zuckerberg to say he's not the CEO of Facebook. He will now do less controversial things like build a new virtual universe where he can be king. While running Facebook.
  • @davidgura David Gura on x
    In an interview with @stratechery, Mark Zuckerberg seems to suggest that, by enabling furtive, discourteous distraction, Meta will get us closer to “a deep sense of presence.” https://stratechery.com/... https://twitter.com/...
  • @martintisne Martin Tisn on x
    “How will a company that can block only 6 percent of Arabic-language hate content deal with dangerous speech when it's worn on an avatar's T-shirt or revealed at the end of a virtual fireworks display?” @EthanZ on “meta's verse” https://www.theatlantic.com/ ...
  • @philww Phil Wainewright on x
    The more I read about Zuck's Meta keynote, the more I'm reminded of the scene in Big when the Tom Hanks character makes his big product presentation. “Let's be Frank about this: Facebook's metaverse sucks” writes @EthanZ https://www.techmeme.com/...
  • @ibogost @ibogost on x
    Two important things @EthanZ gets right here: Those of us who have been around a while know that all these replacement world ideas turned out to be dumb; and Facebook is scared to death of Apple. https://www.theatlantic.com/ ...
  • @johnquiggin @johnquiggin on x
    The Metaverse looks like a reinvention of Second Life which was a rehash of earlier failures https://www.theatlantic.com/ ...
  • @flickrubicon Flick Ruby on x
    “Let's be frank about this: Facebook's metaverse sucks...The graphics are a little better—though frankly, not that much better. ..But that's not the problem with Zuckerberg's metaverse. The problem is that it's boring.” Fantastic and entertaining article https://www.theatlantic.c…
  • @bildoperationen Roland Meyer on x
    »From the first images in which legless torsos sit around a conference room, staring at a Zoom-like videoconferencing screen, to Zuckerberg's tour of his virtual closet .., Zuck's metaverse looks pretty much like we imagined one would look like in 1994.« https://www.theatlantic.c…
  • @evawolfangel Eva Wolfangel on x
    But that's not the (only) problem with Zuckerberg's #metaverse. “The problem is that it's boring. The futures it imagines have been imagined a thousand times before, and usually better.” #meta https://www.theatlantic.com/ ...
  • @carlheath Carl Heath on x
    Show Crash. The holodeck. Second Life. Insightful reflection on the old dystopian dream of the metaverse as a means to leave our physical scarred world behind. https://twitter.com/...
  • @eanagel Ethan Nagel on x
    @Moonalice ... ...an open, standards-based metaverse is really the best chance we have for something less destructive to society than facebooks vision.
  • @dweinberger David Weinberger. Blm on x
    .@Ethanz delivers a brilliant, acerbic history of failed metaverses to explain the pathetic blindness of Zuckerberg's vision. #meta https://www.theatlantic.com/ ...
  • @codepo8 Chris Heilmann on x
    “The metaverse isn't about building perfect virtual escape hatches—it's about holding a mirror to our own broken, shared world. Facebook's promised metaverse is about distracting us from the world it's helped break.” Excellent article by Ethan Zuckerman https://www.theatlantic.co…
  • @lilianedwards Lilian Edwards on x
    You don't need to read any more about FBs metaverse after this : it has all. And my what peak nostalgia time for Second Life among the oldies. I remember when every London law firm got itself a 2L island - I dont know if they had virtual orgies there tho https://www.theatlantic.c…
  • @chipswoon Kat on x
    “The problem is that it's boring. The futures it imagines have been imagined a thousand times before, and usually better.” @EthanZ has nailed my feelings on the Metaverse. https://www.theatlantic.com/ ...
  • @theatlantic @theatlantic on x
    “Facebook can claim originality in at least one thing,” @EthanZ writes. “Its combination of scale and irresponsibility has unleashed a set of diverse and fascinating sociopolitical challenges that it will take ... at least a generation to fix.” https://on.theatln.tc/z9GzZ9P
  • @jeffreygoldberg Jeffrey Goldberg on x
    “The metaverse Zuckerberg shows off in his video doesn't have to solve those problems. He's promising future technologies that are five to 10 years off. But it still looks like junk.” — @EthanZ: https://www.theatlantic.com/ ...
  • @bentarnoff Ben Tarnoff on x
    A lot of the commentary on Facebook announcement boils down, “it looks like shit.” But I mean, so did the internet in the 80s. Takes a lot of patient funding for technologies to achieve liftoff, which is historically been DARPA's role
  • @eanagel Ethan Nagel on x
    @Moonalice ... Interesting read be he seems to miss that timing is everything. Yes 26 years ago, metaverse was going to fail. And 10 and 5. Because the technology wasn't there. But an immersive VR experience is coming. Facebook is the last company that should be building it...
  • @srijith Srijith Nair on x
    @EthanZ's article on Metaverse building details some of the pertinent issues in the second half of the article. However, the biggest issue is left mostly unexplored - who is building it and how it will be built. https://www.theatlantic.com/ ... https://twitter.com/...
  • @marechalphd Nathalie Maréchal, PhD on x
    ⁦@EthanZ⁩ nails it. The Metaverse was boring before Facebook. https://www.theatlantic.com/ ...
  • @jackshafer Jack Shafer on x
    “There is not a single person in existence who has scanned Facebook's News Feed and said: Yes, immerse me in this reality. I want to feel my uncle's meme about Hot Pockets on my face.” https://www.theatlantic.com/ ...
  • @moonalice Roger McNamee on x
    .@EthanZ is always must read, but this essay is a delicious stew of history lesson, snark, and serious analysis. https://www.theatlantic.com/ ...
  • @bentarnoff Ben Tarnoff on x
    It's true that metaverse-ish stuff has existed before: VR, SecondLife, etc. But Facebook is essentially a state, with state-like resources at its disposal. If DARPA could summon the internet into existence, why can't Facebook do it with the metaverse? https://www.theatlantic.com/…
  • @sar_meta_web3 Sar Haribhakti on x
    Incredible articulation of how FB thinks about metaverse biz opportunity https://stratechery.com/... Only a founder CEO can say this with such clarity https://twitter.com/...
  • @mehdirhasan Mehdi Hasan on x
    Absolutely insane that Zuckerberg thinks this is a *good* thing and worth promoting or even saying out loud. https://twitter.com/...
  • @broderick Ryan Broderick on x
    Zuckerberg is so completely bankrupt of imagination that the only thing he can imagine using VR or AR for is just... conference calls and slack messages. Pokémon Go, Minecraft SMPs, viral TikTok meetups. The metaverse is already here and it's not texting with your smart glasses. …
  • @matthewstoller Matt Stoller on x
    I actually think it's cool that Zuckerberg is investing lots of $$$ in virtual reality and augmented reality. That doesn't mitigate any of his actions or the harms Facebook has caused.
  • @yappelbaum Yoni Appelbaum on x
    “There is not a single person in existence who has scanned Facebook's News Feed and said: 'Yes, immerse me in this reality. I want to feel my uncle's meme about Hot Pockets on my face.'” https://www.theatlantic.com/ ...
  • @adl @adl on x
    Philip Morris changed to Altria Group, but they still sold cancer in a stick. Facebook changes to Meta, but they still spread hate and misinformation. We don't want a name change, we want you to #StopHateForProfit. https://www.washingtonpost.com/ ...
  • @johnfugelsang John Fugelsang on x
    Facebook changing its name to Meta is so exciting I've already forgotten that we just learned they knew women were being sex trafficked on the platform and did nothing! https://twitter.com/...
  • @munster_gene Gene Munster on x
    This is a bigger deal than when Google changed its name to the ambiguous Alphabet. Facebooks name change is more important because it underlines a shift in strategy. It's the same thing when Apple changed its name.
  • @stroughtonsmith Steve Troughton-Smith on x
    Outlets are already using ‘Meta’ instead of ‘Facebook’ in headlines, which of course is entirely the point when virtually all news about the company is negative and it wants to disassociate from it. You fell for it 😑
  • @ign @ign on x
    Facebook's parent company's name is now called Meta. Its social media services, including Facebook, Instagram, and WhatsApp, will fall under the Meta umbrella. https://www.ign.com/... https://twitter.com/...
  • @mikeisaac Rat King on x
    all of this Meta stuff basically unwinds the past three-plus years of brand marketing changes from the former CMO of the company and takes it all in a completely different direction talking to folks who have a lot of campaigns they worked on that they *guess* are now dead?
  • @teddyschleifer Teddy Schleifer on x
    The Chan Zuckerberg Initiative owned and operated the @Meta handle, for instance, along with the trademark to the name. Here's the trademark doc. https://twitter.com/...
  • @jason_kint Jason Kint on x
    I can't emphasize enough how good it is to have AOC's voice in this. The harms aren't meta but very, very real. And the prioritizing change only due to PR disasters and financial risk has wreaked havoc on the world. https://twitter.com/...
  • @carolecadwalla Carole Cadwalladr on x
    I have been to North Korea where I watched North Korean TV but this live presentation of Mark Zuckerberg launching his metaverse is even more mind & reality bending https://www.youtube.com/...
  • @stratechery @stratechery on x
    Meta Facebook's reorganization into Meta is the ultimate bet on the power of founder control. https://stratechery.com/...
  • @jboorstin Julia Boorstin on x
    Facebook/Meta's new ticker will be MVRS on December 1 https://about.fb.com/...
  • @jeremy_childs Jeremy Childs on x
    Meta apps this, Metaverse that, how about that metaNARRATIVE this rebrand is trying to distract from https://twitter.com/...
  • @rmayemsinger Randi Mayem Singer on x
    Great. “Meta” sounds just frightening enough for an Orwellian dystopia. Almost as frightening as the robot making the announcement. https://twitter.com/...
  • @jeffnolan Jeff Nolan on x
    no one will call it Meta, except once a quarter when earnings come out. Zuck will get increasingly frustrated until the day he screams at someone “MY FUCKING NAME IS META, SAY IT!”. I would like to be there for that. https://twitter.com/...
  • @om @om on x
    Meta-morphosis away from being a shithole company starts by giving bullshit interviews where tough questions are not asked. And we are still giving airtime to a known liar, without pushing him harder for real answers! I believe nothing, absolutely nothing, I hear from Zuck's lips…