Facebook is in trouble again. Is this the time that it will finally matter?

Could this be the beginning of the end for Facebook?

Even the Cambridge Analytica scandal didn’t bring the sort of white-hot scrutiny the social media giant has been subjected to over the past few weeks — starting with The Wall Street Journal’s “Facebook Files” series, which proved that company officials were well aware their product had gone septic, and culminating in Sunday’s “60 Minutes” interview with the Journal’s source, Frances Haugen.

As we’ve seen over and over, though, these crises have a tendency to blow over. You could say that “this time it feels different,” but I’m not sure it does. Mark Zuckerberg and company have shown an amazing ability to pick themselves up and keep going, mainly because their 2.8 billion engaged monthly users show an amazing ability not to care.

On Monday, New York Times technology columnist Kevin Roose wondered whether the game really is up and argued that Facebook is now on the decline. He wrote:

What I’m talking about is a kind of slow, steady decline that anyone who has ever seen a dying company up close can recognize. It’s a cloud of existential dread that hangs over an organization whose best days are behind it, influencing every managerial priority and product decision and leading to increasingly desperate attempts to find a way out. This kind of decline is not necessarily visible from the outside, but insiders see a hundred small, disquieting signs of it every day — user-hostile growth hacks, frenetic pivots, executive paranoia, the gradual attrition of talented colleagues.

The trouble is, as Roose concedes, it could take Facebook an awfully long time to die, and it may prove to be even more of a threat to our culture during its waning years than it was on the way up.

I suspect what keeps Facebook from imploding is that, for most people, it works as intended. Very few of us are spurning vaccines or killing innocent people in Myanmar because of what we’ve seen on Facebook. Instead, we’re sharing personal updates, family photos and, yes, some news stories we’ve run across. For the most part, I like Facebook, even as I recognize what a toxic effect it’s having.

The very real damage that Facebook is doing seems far removed from the experience most of its customers have. And that is what’s going to make it incredibly difficult to do anything about it.