Instead of the new name, Faustbook.
Because of course that means they have an identity database built using the photos and names people have supplied to them thinking it was for their friends.
For facebook, these names and images became a neat tool for universal recognition. Wherever you go, they know who you are, what you do and what you look like. And then they share that information with anyone willing to pay for it. The whole damn company is based on misusing information that was shared for a different purpose.
As the saying goes, it's only paranoia if it isn't true.
If they could sell your soul, they would. There's probably good money in souls. Until the day comes. "Lente, lente, currite noctis equi. The stars move still, time runs, the clock will strike, The Devil will come..."