Facebook may have invented the slogan, but others still took the concept and ran with it. There's various incubators in SV that repeat that same mantra to startups because they heard it from one of the big boys (Facebook) or read about it in some VC Medium post. I'm not pointing fingers, but just saying that even in such innovative places people will still blindly follow those paradigms like it's conditioning.

There are a lot of companies who try to be like Facebook and copy everything about them. Look at how do you open work spaces are becoming popular.