Honestly, I feel like you could position such a project as "Deconstructing Facebook's business models one step at a time: The corporation" and hire a lot of anarcho-hacker types while positioning the company as a social-good venture. I personally would love to get paid to gradually undercut and destroy facebook.
I worry that 2 things would happen:
1. The company would become what it set out to destroy (evil)
2. Anarchist hackers are passionate but you'd have a hard time getting funding from any of the big reputable players.
Still, that would be an awesome company.