Enquiring minds want to know.
No doubt you’ve heard the Facebook is going all-in on research toward the Metaverse. What is the Metaverse? It’s a supercalifragilisticexpialidocious high-tech whosiewhatsit where we can all work together in virtual harmony. It’ll be way cool. Super.
However, Tim de Chant at Ars Technica suggests “Facebook’s metaverse gambit is a distraction from its deep-seated problems,” July 28, 2021. It’s the timing:
It’s clear that Zuckerberg has been thinking about this metaverse idea for a while. But the timing of Facebook's announcement is interesting, to say the least. Facebook has “a history of doing these kinds of technical projects that look like they might be revolutionary at times when they’re being criticized for their lack of social responsibility,” Jen Goldbeck, a computer scientist and professor at the University of Maryland, told Ars. [...]
It's probably an overstatement to say that the metaverse news was released to serve as an intentional distraction from the company’s current problems. But the thought undoubtedly crossed someone’s mind at the company. There’s a “70 percent” chance that Facebook’s metaverse project is a “distraction from all the bad things that are going on,” Goldbeck said. “The last thing they want is more discussion of their algorithms and Q-Anon and extremist groups.”
As a distraction, the metaverse is almost too perfect. It’s a flashy news item that attempts to position Facebook and Zuckerberg as visionaries inventing the future. It’s also literally a way to escape reality. If Zuckerberg ever wanted a metaverse to escape to, where Facebook exerted influence over everything from physics to religion, that time is probably now.
Not meat and potatoes:
But in many ways, the metaverse project is a fundamental shift away from what made Facebook successful. First, Facebook is a company that tends to succeed when it iterates on existing ideas or solves genuine problems. Zuckerberg’s initial version of Facebook, called "Facemash," was a 2003 Harvard knockoff of another site called “Am I Hot or Not” that launched in 2000. Later Facebook iterations aped features from Friendster, MySpace, and others.
Even the company’s technological crown jewel, the News Feed, wasn’t created due to pie-in-the-sky dreaming about what could take social media to the next level. It was a solution to a real problem—as people added more friends on Facebook, they were getting inundated with updates. News Feed and its algorithms helped cut down on the chaos, prioritizing content that a user was more likely to engage with. Another Facebook hallmark—ads in the News Feed, the company’s current cash cow—was born out of its struggles to monetize users on mobile phones.
The metaverse also cuts against a key part of Facebook’s brand—allowing people to share their lives with friends and family. For many, the platform’s appeal comes from users' ability to like, comment on, and share content related to their real lives—not their virtual ones.
It feels a bit like what ethologists call vacuum activity. Wikipedia:
Vacuum activities (or vacuum behaviours) are innate, fixed action patterns (FAPs) of animal behaviour that are performed in the absence of a sign stimulus (releaser) that normally elicit them. This type of abnormal behaviour shows that a key stimulus is not always needed to produce an activity. Vacuum activities often take place when an animal is placed in captivity and is subjected to a lack of stimuli that would normally cause a FAP.
See also displacement activity:
Displacement activities occur when an animal experiences high motivation for two or more conflicting behaviours: the resulting displacement activity is usually unrelated to the competing motivations.
Alas, getting from those characterizations of Facebook’s behavior takes a bit more work than I want to undertake in a blog post. I leave that as an exercise for the reader.
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