[...] In a post from February 2017 with the heading "Building Global Community," Mark Zuckerberg was ostensibly reacting to the trauma caused by Donald Trump's presidency. [...] "Are we all building the world we all want?" The sentence's rhetorical test lies not in its content but rather inits form, which subtly extends the reach of its pronoun. Though the speaker of the sentence's first "we all" seems to refer only to Facebook (the previous sentence is about the company's tireless work on products and updates), the second "we all" consolidates the business and its customers indiscriminately in a single group. The merger complete, the users are suddenly shifted into an active mode: global businesses and users build the world side by side, united beyond all questions of power. And isn't it true that "we" are actively involved? We all maintain our profiles and press our like buttons, don't we?