What will Facebook’s story be? Will they be the corporate giant who bullies their developers? Or be agile, recognize a mistake, and fix it? Is it “Move fast and break things” or “Move fast and make things”?
Branding yourself can be one of the more difficults things and depending of your budget, one of the more expensive things you do.
But unless you control prime real state for your brand, you are at the mercy of bigger budgets like FiftyThree’s Paper and Facebook’s Paper.