Rebranding Reality: Blackwater and Facebook

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Spider-Man

Elijah was Spider-Man this Halloween. No one was fooled. Everyone knows Spider-Man isn’t a four years-old and that Spider-Man exists only in the comics. As It turned out, Elijah’s head was too big for the mask! Elijah’s not the only one whose head is too big for its mask. Facebook is trick-or-treating with a new mask, hoping we won’t see or remember what’s under it.

Rebranding

Re-branding has a history. Not every company is as lucky as Apple. Who doesn’t like apples? Facebook’s new name — Meta — doesn’t change what’s under the mask any more than Xe Services changed Blackwater U.S.A two years after Blackwater “security” guards killed 17 un-armed Iraqi civilians and injured 20 more in Baghdad in 2007. When Blackwater changed its name to Xe in 2009, Views from the Edge highlighted the danger of a privately-owned standing army for-hire on American soil. Click here for the article re-published by Minnpost.com.

From Blackwater to Academi

Changing a name doesn’t change a thing. In 2011, Xe Services was rebranded “Academi”– a training center for military and police special operations. In 2014, Academi merged with Triple Canopy, a rival security company owned by the Constellis Group. But it was and still is a “private security company” of well-trained Army Special Operations personnel, Green Berets, Rangers, SEALs, MARSOC Critical Skills Operators, and other retired armed forces personnel, operating away from public scrutiny in the black waters of its 6,000-acre training ground in North Carolina.

From Facebook to Meta

The same is true of Facebook. Rebranded last week after a whistleblower exposed Facebook and the founder with an ego is too big to hide behind a mask, Facebook is still what it was before it re-presented itself as “Meta”. The rebranding doesn’t remove the spider or erase the algorithm spiderweb in which Facebook users are forever trapped. You can put a mask on a spider but it’s still a spider. In fact, it makes it worse. It “creates” a “metaverse” of “avatars,” and “afterparties” that bring users closer than we dared imagine. “Horrison” is the name of the new “Meta” platform.

Time will tell

If rebranding Blackwater as Academi and Facebook as Meta succeeds in fooling us, it will be because they know better than we how short the American memory is. The companies founded by Erik Prince and Mark Zuckerberg have placed their bets that the American public won’t remember what’s behind the masks. They believe we’re stupid. Only time will tell.



Gordon C. Stewart, public theologian, author of Be Still! Departure from Collective Madness (2017 Wipf and Stock), November 2, 2020.