The frequent change in layouts, privacy settings and interaction tools indicate that online dynamics require new classes of knowledge and skills to adopt such major changes on Facebook, Google, Twitter and other places in order to navigate and socialize online.
This is something I've started noticing more as I got into product design. For the most part, I think these changes are welcome since they allow for a better user experience. However, it's also with just some further changes they can be used somewhat unethically. One example is how Facebook conducts experiments with these type of design changes.