"Big tobacco" is what the bosses of several large technology firms have started calling Facebook in private and in public.
The company has spent the past year fending off critics who claim it is addictive, bad for democracy and overdue for a regulatory reckoning.
Being compared to the tobacco giants is one of the business world's more toxic insults, but it is not the only unflattering analogy circulating.
A lower blow is the suggestion that Facebook may become like Yahoo, the once high-flying internet firm that plunged.
Even a year ago the idea would have been unthinkable.
The social-networking giant, which runs Instagram, WhatsApp and Facebook Messenger as well as its own core service, was thriving.
当时，这家运营着Instagram、WhatsApp、Facebook Messenger和公司自身核心服务的社交网络巨头还在蓬勃发展 。
But since January it has become mired in a series of controversies, misjudgments and missteps.
It became clear that it had done too little to stop Russian interference in America's election in 2016.
It had to admit that it had shared the personal data of 90m users with outside firms without permission. It later suffered a data breach affecting 50m users.
它不得不承认，公司在未经用户的许可下和其他外部公司共享了九千万用户的个人数据 。之后它又碰上了涉及五千万用户的数据外泄 。
The past week has brought more bad news.
Mark Zuckerberg, Facebook's chief executive, has been forced onto the airwaves to defend his second-in-command, Sheryl Sandberg,
after the New York Times on November 14th published a report
alleging that they had tried to downplay the extent of Russian electoral interference to the firm's board of directors,
and hired lobbyists and the kind of "opposition-research" firms commonly used in political campaigns, to deflect blame onto other firms and to tarnish critics.
The revelations have cemented the idea that Facebook is "grossly mismanaged", says an advertising executive. Its shares have fallen by 27% since the start of the year.
一位广告经理表示，这些披露更让人们认为脸书的“管理极其不善” 。自今年年初，公司股价下跌27% 。
The comparison to Yahoo is imperfect. Even at its peak Yahoo never boasted a business as large and profitable as Facebook's.
把脸书比作雅虎并不恰当 。即便是在巅峰时期，雅虎的规模和利润均无法于脸书相匹敌 。
And the competitive landscape was different. One of the main reasons Yahoo declined is because it lost out to a powerful rival, Google, in online search;
Marissa Mayer, its boss from 2012 until its sale to Verizon last year, was unable to restore advertisers' or employees' confidence as users left.
Today there is no company that truly competes with Facebook's suite of apps,
partly because it has hoovered up competitors such as Instagram, the wildly successful photo app that is at the centre of its future plans.
But people who watched Yahoo's collapse see ominous similarities.
Cigarettes are highly addictive.
Their behaviour was an insult to the people they represent.
a high-flying career woman
They resent foreign interference in the internal affairs of their country.