There's a very real possibility that FiftyThree is going to get impacted in all kinds of searches because of this. I don't begrudge them for taking advantage of a marketing opportunity that will get written about in the media that they'd be fools to not take advantage of. Their business could conceivably be on the line.

You're certainly free to disagree or feel all the sympathy you want to for Facebook here, but I don't think most people would see it the same way.

>shame Facebook

If only. The entire post is to (a) differentiate their Paper from the FB Paper and (b) make an effort to protect what little trademark they have.

They're making it public so everyone can know "We exist, we were here first, please don't let FB steamroll us."

If they didn't do this, in six months FB lawyers would send a cease-and-desist telling them to stop using Facebook's trademark "Paper."

If they make enough stink they can maintain their brand. If they don't, then the 800-lbs Facebook gorilla will take away their brand identity.