Unfortunately I can't help but feel this article largely misses the point due to the inherent political correctness of the position it takes. Facebook may be corrosive and Zuckerberg may be a repellent human being, but two important facts transcend these and tell us something important. Firstly, people flock to facebook precisely because it's nothing more than online graffiti and people adore trivialities. Secondly, all media is Facebook now - just look at US news media or even the now-worthless BBC News online. It's all mindless context-free nonsense for the masses. We got Facebook because we want it, not because things could have been different if only we'd been more inclusive, gender-neutral, pronoun-sensitive, and whatever.
We can see the problem clearly: it's us.