In testing out its search feature as a mobile app, Facebook's priority was still on mobile-ad revenue even in 2015. The stress on that revenue stream in turn resulted due to pressure from Wall Street analysts during Facebook's IPO. Was this simply a quarterly vs. long-term difference in perspective? Did Facebook cave too much, leaving its users with a sense of being exploited? In Taking the Face off Facebook, a collection of my essays, I analyze Facebook's strategic and ethical choices in the wake of the company's initian public-stock offering (IPO).