You could call it a massive social media mistake by social media itself. I think it was an admirable moment of honesty between Facebook and the world. Maybe it's both. But this week Facebook's official Facebook Page shared this: "Birthday cakes are made for people to be together. They give friends a place to gather and celebrate. But too much cake probably isn't healthy. So birthday cake is a lot like Facebook."
Facebook seems to have had a moment of clarity. Years ago its official stats page touted how much time users spent on the site. The last official statement before it IPO'd was 10.5 billion total minutes per day in January. But it eventually realized that's not necessarily a good thing. Now Facebook prefers to describe itself by how many things people share on the site rather than the hours spent there.