I think your point about the personal aspect of work is most relevant. I personally would be mortified to work at a company that was always in the news for various scandals and generally being full of shit. Not that I'd assume anyone who works there to be full of shit - just that I wouldn't want my friends making fun of me for working for the Zuck. Facebook just isn't cool anymore in my neck of the woods and there's no social capital in using it or working there as far as I can see.