It’s smart, the same way Google made alphabet. The rebrand of the name is not the point at all, it’s the fact they want to avoid the appearance of monopoly like power and all the regulation that comes with it. Having separate companies that aren’t under you primary brand name essentially gives the illusion of less dominance by that brand and makes it easy to split off should the government require them to be split at some point. Just saying Facebook now controls devices with cameras in your home is worrying - versus saying, Facebooks parent company owns another company that controls cameras in your home makes people feel the illusion that power is not too centralized by Facebook.
