An individual, to Facebook, is the sum of their interactions with the site — can never be more. You are a collection of data, beginning as an empty vessel when you sign up, and gradually growing in complexity and depth. This much is self-evident.
Facebook has a categorial imperative: Its reason for being may be to provide a service, but its means for being is to systematize individuality.
Facebook’s Categorial Imperative is a great post overall, written by Devin Coldewey for TechCrunch.
(Probably their best writer, his other posts are here.)