Double talk at Facebook: Pandora’s box in Mark’s dorm

Facebook’s marketing messages are slick and simple and, of course, slickly simple, with a message that’s entirely and deliberately without context and meaning. “Be Connected. Be Discovered. Be on Facebook” is one of them.

Be connected to what, precisely? Be discovered by whom, and for what purpose? But who bothers with the detail here. The core message is just be on Facebook, because almost everyone else — apart from your ageing grandparents and people who still use fountain pens — on the planet is and, anyway, what’s wrong with that comforting connection idea that the young Mark Zuckerberg hit on in his Harvard dorm room?