Not-really-rhetorical question: how much less contentious would internet.org be, if it were [branded] say... facebook.net?<p>IMO quite a bit. The substantive criticisms would be unchanged; but two accelerants would be removed from the fire: the insinuation that the service &#x27;is&#x27; the internet or some substantive subset of it; and that it is a charitable undertaking first and foremost.