There's a mayday in rebrand-land, as employees at the social media giant Meta will now refer to each other as "Metamates," CEO Mark Zuckerberg announced in an employee town hall on Tuesday. According to long-time executive Andrew Bosworth, the term was coined by the cognitive scientist Douglas Hofstadter and is a play on the naval-inspired slogan used at Instagram: “ship, shipmates, self.” Facing years of negative press and a desire to usher in a new vision of the internet, Facebook rebranded as Meta late last year, a play on the futuristic “metaverse” it hopes to bring to fruition.