Why did Igor Beuker call Meta's rebrand a mega misstep?

I called it on 31 October 2021, 3 days after the rebrand, in a post 3.2 million people read. Wrong timing: the core audience had left Facebook for TikTok. Wrong hardware: nobody wants a flat-screen TV strapped to their nose. Wrong infrastructure: compute and networks were years away. Wrong ethics: a new name does not clean an old reputation.