Why? That seems to be the question on the minds of the 750 million users of Facebook (News - Alert). Much to our chagrin, they’re at it again, making changes when they don’t seem necessary.

Modifications to the site have been trickling in over the past few weeks. Some, such as larger photo displays and a feature that makes it easier to group friends into categories, were met with approval – or at least silence, which in the age of social-media oversharing could well be considered an endorsement. A “Subscribe” button was also added, which allows users to see any public post from anyone else on the site.

Then on Wednesday, users woke up to find their homepages altered. On the right side, there's something called a “ticker,” a live feed of all the ongoing activity that also appears in users' news feeds. It's a kind of Facebook inside Facebook, if you will. Users also found that “top stories” are, literally, on the top of their pages, followed by “recent stories” listed in chronological order. According to a story on AOL (News - Alert).com, the reaction to the new News Feed has been somewhat hostile.

I’m just confused.

There were jokes and comments, many of them negative. But it was also pointed out that Facebook has made changes to its site before and people eventually got used to them. By mid-morning, the words “new Facebook” quickly became one of the most discussed topics on Twitter (News - Alert).

For its part, Facebook has long stressed that it makes changes to keep users engaged, and these changes are often based on user requests. Other tweaks derive from the company's study of activity on Facebook and what it thinks people will enjoy using. But privacy advocates think that Facebook changes its site in order to get people to share as much as possible about their habits, hobbies and likes – all to give advertisers a better picture of whom to target.

The way Facebook sees it, it's a little of both. The more people enjoy using the site, the more time they'll spend there, whether they have 15 friends and log in once a week or 800 and spend four hours a day on the site.

Facebook is very conscious of perhaps the biggest downside of being the world's largest social network: You can please some of the people some of the time and most of the people most of the time, but you can’t please all the people all the time. Mike Schroepfer, vice president of Engineering at Facebook, said the tweaks to the news feed are meant to appeal to a broad range of people.

“We want to make sure we provide the right kind of basics to make sure that the core of Facebook is sharing and (seeing) the right kind of things,” he said.

And although Facebook is clearly king of the social networks, there is also a something of a competition going on with Twitter and Google (News - Alert) Plus for attention.

There will be more. On Thursday, when Facebook holds its annual F8 conference in San Francisco for developers who create games and other applications for its site, the great minds of Facebook will most likely make more “tweaks,” unveiling a host of new ways to share content on its site and beyond.

But in all fairness, maybe they keep changing and tweaking and creating, because if they don’t, remember MySpace?  Even being partly owned by Justin Timberlake couldn’t save the once-great social network. I guess Facebook is looking out for its future.