[crikli]

Context is everything. The things you're talking about are innocuous with no negative loading or reputation.

Facebook isn't innocuous and has a high negative load and reputation. Tack the word "secret" in front of some internal research they did and it puts a darker shade on something every company does (internal research).

[Retric]

Doesn’t that just mean it’s Facebook with the negative connotation not secret?

Something like ‘Secret Facebook network architecture’ is rather neutral.

[eeeeeeeeeeeee]

“Kellogg’s secret research to make cereal taste better”

“Tesla’s secret battery program”

Neither has negative connotation to me.

Like you said, I think it’s because Facebook regularly acts unethically in public view. Anything they do in secret or private will be viewed with even more suspicion.

[vikramkr]

I think it's the interplay between both the words, especially considering that Facebook's scandals are privacy related, it might subconsciously trigger some sort of negative reaction when you hear that they are keeping secrets (though that's obviously not what's going on here)

[reroute1]

"Facebook Isn't innocuous"

This is 100% your opinion.

[orbifold]

And that of the FTC...