[t0mbstone]

meta (adjective)

pertaining to or noting a story, conversation, character, etc., that consciously references or comments upon its own subject or features, often in the form of parody

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It's obvious to me that the real reason they called it "Meta" is because the entire goal is to collect information about YOU, the user. It's an entire platform and suite of products designed to extract as much "meta" information about its users as possible, and then monetize that information.