During deflation the interest rate falls to 0% which is correct but since money is going up in value, the real interest rate is still positive. This means the real interest rate doesn't actually fall to 0% meaning profit is necessary even in an economy without growth.
I suppose I was thinking the original comment referred to the concept of metaverse, not FB's product. Then my question was: do companies have to colonize something that doesn't have scarcity and fake it so that they can profit?