In 2015 Mark Zuckerberg and his wife Priscilla Chan donated $75m to the San Francisco General Hospital. It was the largest single donation the organisation had ever received, and as a result it vowed to rename itself the Priscilla and Mark Zuckerberg San Francisco General Hospital and Trauma Center.

It was even at one stage said that “babies born at SFGH will have the Facebook founder’s name on their birth certificates”.

However, in the years that have followed Zuckerberg’s name has become embroiled in so much controversy that the eventual renaming which took place this weekend was met with protest.

While only a small-scale protest, The New York Times reports that around a dozen current and former nurses voiced their disquiet as the rebranding was finally applied to the sign in front of the building.

Down with this sort of thing

“We are in charge of keeping our most vulnerable people private and protected,” one protester said. “Now people wonder, ‘How much is my privacy protected at a hospital with that name on it?’”

Another claimed that his name is enough to “scare” people, while blue tape was placed over the executive’s name and assorted captions such as “uninstall Zuckerberg” were scrawled in protest.

As much as this all seems a little frivolous – at least until we’ve had actual confirmation that Mark is roaming the hospital wards in disguise, illicitly noting people’s secrets and feeding them back to his dastardly Evil Secret Keeping machine that’s probably installed in the basement of Facebook HQ – it does point to a really quite sharp decline in the public attitude toward Zuckerberg.

Indeed, a former member of San Francisco’s board of supervisors even went as far to say that “had we known what we know now, perhaps we wouldn’t have accepted the funds from Zuckerberg”.

Get the latest news, interviews and in-depth analysis on Twitter and Facebook.