I've only heard bits of info here and there about what's going on with Facebook as far as their problems are concerned, but as I understand it they're coming under a lot of scrutiny from the government for their privacy policies and whatnot. That's so hypocritical of the US government, it's almost laughable if it weren't so Orwellian.
And yes, I do happen to think this rebranding/renaming of their shiny new thing is a blatant attempt at misdirection and distraction. They know damn well they've reduced people's attention spans to a small fraction of what they used to be, so obviously they think if they fart in the room loud enough, people's heads will turn away from the main issues long enough for them to come up with a plan.
Also, fuck Facebook and Zuckerberg. Both of them are the reason (along with the existence of smartphones) why 20 people can be standing in a room together and not be genuinely social--because they're on a cheap substitute, i.e., social media. It's sickening, and I'll have no part of it.