IIRC, Facebook don't (or didn't) do rollbacks. They always fix forward. I guess hours long incidents like this are the other edge of that double edged sword.
Language can be tricky here. If I revert to an older commit, literally rewriting history to remove newer, bad commits, I think we’d all consider that a rollback. But if I instead add a new commit which undoes the bad commits, is that a rollback or a roll forward?