He himself has pointed out the new branding indicates to the world the company is more than just a social media platform.

But the idea that Zuckerberg has an entire "metaverse" spread out in his mind, one he wants us all to inhabit, is chilling, to say the least.

It's a strange time to be making such a pronouncement, albeit one couched in the language of branding and business expansion.

Facebook has been the subject of a plethora of negative stories in the past week, based on revelations in documents leaked by an ex-employee.

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Whistleblower Frances Haugen has accused the company of putting "profits over safety" when it comes to monitoring and cracking down on harmful content.

And yet amid these revelations - which shouldn't be a huge shock to anyone who has been watching the spreading tentacles of such online spaces - Zuckerberg is comfortable in outlining his plans to build an online world where people can do pretty much anything they do in day-to-day life - work, communicate, socialise - in a completely virtual environment.

Is this the kind of future we want? Is this the kind of life that might sustain us into the future, with the planet in peril, and human societies feeling as disconnected as ever?

Some might argue the pandemic has taught us the value of real-life human connection, even though we were able to stay in touch with our loved ones in ways that wouldn't have been possible even a decade ago.

The natural world - the one beyond the screen, outside the window - is also looking ever more precious, as we realise how lucky we are to have it, and how vital it is we rescue it in years to come.

Of course, many people won't see any problem in Zuckerberg's vision; they already live much of their lives in the virtual world, and can meld their physical reality with the worlds they have created online.

But, like the proverbial frog in a pot of boiling water, the very fact the vast majority of people don't perceive Facebook's dominance as a problem is, in itself, the problem.

As this week's developments have shown, Facebook is undeniably responsible for allowing some of the worst recent trends of division to thrive.

Of course it is entirely possible to live and prosper without a Facebook account. Joining the platform - including the others under its umbrella, such as Instagram and WhatsApp - is voluntary. Use of them can be, and often is, sporadic on the part of many users.

But much of the way Facebook operates is harmful precisely because it insists on the notion of freedom of expression and inclusion for all.

So for every joyful family reunion, connection through mutual interest, tracking down of a long-lost friend, or keeping up with a band, business or community, there are people being radicalised towards insurrection, convinced by anti-vaccine lunacy or driven to eating disorders or suicidal ideation.

To Facebook, these are all part of the mix - the ecosystem that makes up Facebook and its users (and the overlords who control it), and it's not up to the company to sort the strands and take responsibility for all the evils that ensue.

Is this a universe we want to see grow and thrive?

Or is it time to step back, and say no?

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