It isn't really "rhetoric", they're talking like they believe this actually happens, this is strategy.

And I tend to agree with them that things like attention and political capital are ultimately finite resources.

I've found that the "we can do two things" and "we can walk and chew bubblegum" line of argument to be simplistic and just wrong (and pretty incredibly patronizing). I think the world works exactly the way Meta thinks that it does here.

It might blow up and turn into a Streisand effect, but more often than not this kind of strategy works.

Much like how people think they can multitask and talk on the phone and drive at the same time and every scientific measure of it shows that they really can't.

On September 11th 2001 a UK government department's press chief told their subordinates it was a "good day to bury bad news".

The idea is pretty simple - you might be obligated to announce something that you know will be poorly received, like poor train performance figures, but you can decide the exact day you announce it, like on a day when thousands have died in a terror attack. What would otherwise be front-page news is relegated to a few paragraphs on page 14.

Facebook proposes a similar strategy: Get the feature ready to go, wait until there's some much bigger news story, and deploy it that day.

> “We will launch during a dynamic political environment where many civil society groups that we would expect to attack us would have their resources focused on other concerns,” according to the document from Meta’s Reality Labs, which works on hardware including smart glasses.

Is that a good enough explanation to reduce your feelings of being personally targeted?