The push is definitely that Facebook is a philosophy, not a company. And they do an effective job at this. Their best move was not showing a single part of the product. A screenshot of a news feed would have brought it back down to earth, and instead they bring the climax of the ad all the way to outer space. Makes one feel that Facebook is really out there to do good, to be there for people. Despite this, they are a company worried about monetizing their product and fixing a struggling IPO just like any other business.