[Spooky23]

It's definitely a blog that exists to highlight the product. I don't think that's a problem.

But with respect to Zuck, you don't need very sophisticated arguments. The PR team's process is very simple and the article captures it well. It boils down to a mad lib style narrative that consists of: "<Demonstration that I am Smart><Lofty Mission><"We" do stuff (key item: "I"==vision for a better world, "We"==action)><Sorry><Not Sorry><Commitment/Point of Pride/Forward Looking Vision>"

End of the day, discerning readers spot nonsense speak, cynical readers perceive the opposite of whatever is being said/implied, and casual readers get a hit of positive perception that FB wants to project. Every company and every politician does it, but Zuckerberg's formula has a unique tone that stands out more.