To me it's a way to signal to outsiders that Facebook is still cool and hip. That's it.
Now when recruiting they can play the Meta-not-Facebook angle.
Now if they can pad earnings calls with the amazing success the metaverse is seeing (so what if it's losing us money, that's the future!)
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It's like an inverse Alphabet. Where Alphabet silently serves as an umbrella for moonshots, Meta is a moonshot that's an umbrella for boring old Facebook