we will have you back on as we follow the story into early part of next year david wagner with aptus private investors. >>> facebook is coming off the longest losing streak as a public company shares are down 15% since the publishing of the journal's first facebook files report. with more damning documents coming to light, will the c suite be able to survive what is the impact for the app's ecosystem. we're tracking the fall-out. >>> the latest direct-to-consumer name joined war by parker as a direct to consumer property. we will dig into what we are calling the war over traditional retail >>> this is "the exchange" on cnbc moving is a handful. no kidding! fortunately, xfinity makes moving easy. easy? -easy? switch your xfinity services to your new address online in about a minute. that was easy. i know, right? and even save with special offers just for movers. really? yep! so while you handle that, you can keep your internet and all those shows you love, and save money while you're at it with special offers just for movers at xfinity.com/moving. >>> welcome back the shots keep comin

david kirkpatrick is still with us, along with bloomberg's kurt wagner. d, you wrote the original book on facebook. will facebook rebranding make a difference? david: oh, come on. i heard this and went, oh, please. not one more image upsets of oriented action on their part. this is like someone is pinned to the ground and everyone is on top of them and they said, no, i changed my name, let me up! it is crazy. what will they call themselves, the circle? emily: we will look at some of those names, circle, meta, horizon. any ideas? >> no, you mentioned the ones. our colleague was astute in noticing that meta.com and meta.org are owned by the zuckerberg initiative. maybe if you are looking for online real estate, they have a leg up there. this is a play to deflect attention from a lot of the stuff they are dealing with, but position facebook as a front runner or leader on this new meta-verse project. you can see clearly why they would like to buy into this new identity. emily: alphabet did it, but most call the company google. among some of the other names bei