"rebranding" takes more than saying "oh, now we are 'meta'" FB launched with great positive repetitional aura, but, at least to me, they have worn that away bit by bit over the years to the point where it becomes hard to earn back,.
As a site that ranked how hot girls were?
Hard to imagine nearly two decades later, but for a brief moment in time, it was cool to be on Facebook.
They are all <checks notes>
"dumb fucks." -- Mark Zuckerberg, 2004 personal correspondence documented in https://www.theregister.com/2010/05/14/facebook_trust_dumb/