You could make the same argument with the Steem platform.
If surveillance is the problem then the Steem blockchain makes surveillance easier and cheaper, its all there in the clear no need to hack or bribe a centralized party, and you get all the financial transactions as a bonus.

You want to advertise a product or service? Just pay a bot or setup one your self.
You want to manipulate the public? Just start a SMT and get an army of humans and bots working for your interests.

So the rebranding could go from "surveillance companies" to
"social media" to "decentralized blockchain".

Only time will tell if we are actually creating a bigger monster than Facebook.