Not-really-rhetorical question: how much less contentious would internet.org be, if it were [branded] say... facebook.net?
IMO quite a bit. The substantive criticisms would be unchanged; but two accelerants would be removed from the fire: the insinuation that the service 'is' the internet or some substantive subset of it; and that it is a charitable undertaking first and foremost.
Maybe it would be less contentious, but paying telecom companies to deliver Facebook for free is anticompetative and I'm not a fan of monopolies or monopolizing tactics.
In my mind, this is an even bigger issue than their lack of frankness.
IMO quite a bit. The substantive criticisms would be unchanged; but two accelerants would be removed from the fire: the insinuation that the service 'is' the internet or some substantive subset of it; and that it is a charitable undertaking first and foremost.