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@Gargron From experience I can tell you the Facebook playbook:

1) Tightly embrace and clone the latest new thing

2) Reach out to the people who've been key in building/supporting that new thing with attractive partnerships to gain their support, trust and endorsement

3) Abruptly pull support from those same people when either a) the current new thing is under their control or b) the next new thing arrives

I've seen these movies too many times and the sequels keep getting worse.