That's why Zuckerberg bought Instagram: he had been turning the screws on Facebook users, and when Instagram came along, millions of those users decided that they hated Zuck more than they loved their friends and so they swallowed the switching costs and defected to Instagram. In an ill-advised middle-of-the-night memo to his CFO, Zuck defended spending $1b on Instagram on the grounds that it would recapture those Facebook escapees:
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