What I meant about facebook's advocacy is that they have published lots of high profile blogs and whatnot about applications of jemalloc which have contributed greatly to its renown relative to tcmalloc, and I think it's fair to say that jemalloc versions 2, 3, and 4 have been largely underwritten by the Big Thumb.

And the other side of what I was trying to say is that for Google it's largely an issue of personality. tcmalloc is Google's malloc. JE works for Facebook. If JE worked at Google I'm sure Google would just use jemalloc.