These features have often been demonized, here and elsewhere, but perhaps you're missing the positives that they have provided. With an audience of 500 million+ users, features like Pages do not only let a company like Macy's interact with its customers. They let charities do so, as well, at virtually no cost. They let citizens organize, at virtually no cost, against their oppressive leaderships.

The Like button may or may not be a terror of tracking, but it lets people share knowledge faster and further than ever before. It lets you read that thing you never would have if you hadn't friended someone you don't really know that well two years ago. That article that sparked an idea that had lain dormant for months, maybe years, and finally came together.

You may not think Pages and the Like button have a “great capacity to change the world” (his definition of greatness in this article), but I hope you can see how he may think that is the case. Indeed, how many people may think so.