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I think that had more to do with symbolizing a change in the direction of the company (ie: metaverse) and also a global name for a variety of products (instead of just Facebook) rather than just trying to hide who they are. They don't even have any Meta-branded products. Facebook is still Facebook, Instagram is still Instagram, and WhatsApp is still WhatsApp.
I can see your point but it more so comes off as a "rebrand". Trying to distance themselves from what they used to be so hopefully people forget all the shit they pulled.
That said, it very well may be just an attempt to shift the direction of a company but I highly doubt thats really the motive or the only intention.
People don't open the Facebook app or log into Facebook.com and forget all the shit they pulled because they changed their name to Meta.
Meta Quest instead of Oculus Quest