Then Facebook launched its partnership with Ray-Ban to sell a pair of privacy-challenged augmented-reality sunglasses.
In short order, Zuck dropped by a CBS morning show to demonstrate Horizon Workrooms, where users would be embodied in sub-Sims-quality avatars-not just viewing a dull virtual conference room, but in it. Instead, it would transition into “a metaverse company.” In Zuckerberg’s words, this means building out “an embodied internet, where instead of just viewing content-you are in it.” First, there was the splashy announcement in The Verge, courtesy of Zuckerberg himself, that Facebook would no longer be a social-media company. For Facebook, 2021 has been the Year of Trying to Make the Metaverse Happen. The news was jarring, but hardly surprising. That was the gist of Mark Zuckerberg’s hour-and-a-half announcement today that the largest social-media company in history was officially rebranding, and reorienting itself to focus on “the metaverse.” Meta-the company formerly known as Facebook-desperately wants you to believe that it is going to put the future on your face. He’s the author of Th e One Device: The Secret History of the iPhone, and the forthcoming Blood in the Machine, a book about the Luddite uprisings and the impact of automation. About the author: Brian Merchant is a writer and editor in Los Angeles.
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