Facebook is set to purchase Drewchial.com, a blog best known for entries on the burdens of self-promotion, in a $1 billion acquisition. Though the site was created to promote the unpublished works of Drew Chial, Facebook plans to use it as an extension of its platform.

In a conference call with shareholders, Mark Zuckerberg, Facebook’s chief executive officer said, “The next frontier of social media is self-deprecating self-promotion and Drewchial.com is at the forefront.”

Drewchial.com is known for articles on the futility of trying to go viral, making insensitive comparisons between self-promotion and panhandling, and premises for film reboots Chial is in no way involved in. Drew Chial himself, is known for being voted “MOST LIKELY TO CHANGE HIS NAME INTO A SYMBOL” in high school and little else.

Baffling analysts, Facebook sees something that’s crucial to its business.

On his profile page, Zuckerberg outlined scenarios where other authors might adopt Chial’s methods, launching smear campaigns against their own work, calling themselves out in a feedback loop of what he calls, “meta media criticism.”

“Imagine getting away with clogging your friend’s feeds with links, because you’ve already blasted yourself for doing it. That’s the kind of experience we’d like to share with the general public.”

This risky purchase is just one of the many bewildering tactics Facebook is using to stay ahead of the competition.

Staggering into the office in sunglasses and a bathrobe, Zuckerberg addressed his developers, “Every aspect of teenagers’ lives are filled with commercials; from the military murals stretched across their lockers, to the Hotpocket coupons in their health books. They tune ads out, skip them on YouTube, block them with plugins. Backhanded brand awareness is the best way to snag those cynics.”

Kicking his chair out, Zuckerberg wobbled to the whiteboard. He lifted a lever in the shape of a dry erase marker. The board spun around revealing a fully stocked bar. Climbing up on it, Zuckerberg pulled several bottles off the top shelf, hopped down and mixed himself a martini.

Swirling the concoction, Zuckerberg took his seat. “Advertisements aren’t cool, but making fun of them is. Drewchial.com comes with its own ridicule built in.”

Downing his drink in a single sip, Zuckerberg slapped the table, “I’m talking about millennials, bitches. That demo is my shit.” Then he collapsed.

The acquisition is a huge advance for Drew Chial, who at the time of this writing, does not have a published work to his name. Chial, a self-declared introvert, was surprised to find the social network showing any interest.

“I’ve come to accept that Facebook works in mysterious ways.”

Chial says he plans to use the money to host a martial arts tournament on an island far from the United Nations and their “meddlesome human rights regulations.”

Financial analysts are critical of Drewchial.com’s low reach, low views, and lowbrow humor. They’re concerned by the site’s inconsistent subject matter.

One analyst said, “I don’t get it. Does Drewchial.com promote a humorist or a horror writer? Sometimes it offers writing advice, sometimes it’s just journal entries on how this sad sap can’t score. Where’s the hook? How does the author plan on retaining visitors?”

Flicking off a limo driver, Zuckerberg said, “To truly appreciate Drew’s genius, you have to look at the traffic he’s not getting.”

Unzipping his fly, Zuckerberg urinated on a fire hydrant. “I just wanted to snag his site before Google or Apple got their grubby little hands on it.”

Facebook does not yet have a business model for Drewchial.com. Chial says he plans to post entries openly complaining about the transition so that his audience can still respect him.

His next article “The Self Righteous Sell Out” promises the same high caliber hypocrisy, and shameless selfies, his audience has come to expect.