I think it’s just fluff. He talks about some of the threats to FB dominance...

“...protecting our community from abuse and hate, defending against interference by nation states, or making sure that time spent on Facebook is time well spent.”

And

“The first four words of Facebook's mission have always been "give people the power".”

I think it’s FBs mission to be perceived to be giving people the power and control back, 2017 was a challenging year for them with some high profile censorship acts and increasing accusations of foreign powers leveraging their data on us to effect outcomes of political processes, they want to both distance themselves from this as well as remaining a massive corporate profitable machine that mines their users data.

If they’re selling data, they need to control the output, and for this reason alone, it’ll never go the sam route as Steemit.

As for coins? Meh.