Zadie Smith has an idea:
Here’s my guess: [Mark Zuckerberg] wants to be like everybody else. He wants to be liked. Those 1.0 people who couldn’t understand Zuckerberg’s apparently ham-fisted PR move of giving the school system of Newark $100 million on the very day the movie [about Facebook] came out—they just don’t get it. For our self-conscious generation (and in this, I and Zuckerberg, and everyone raised on TV in the Eighties and Nineties, share a single soul), not being liked is as bad as it gets. Intolerable to be thought of badly for a minute, even for a moment.
Didn't think a generation could be more self-conscious than the Boomers, but if you look at the movie — which begins with rejection, and circles back around to it in the end — it makes sense.
Kit Stolz 