Nothing in social will ever be 99.999%, so what? 60-80% is enough for the network effect to overcome everything else, and for the phone/IMEI to become the de-f

Nothing in social will ever be 99.999%, so what? 60-80% is enough for the network effect to overcome everything else, and for the phone/IMEI to become the de-facto standard. Just like TCP/IP/Ethernet/Wifi became the networking de-facto standard despite other networking protocols existing (and being superior in some dimensions like ATM). The remaining 20-40% will adapt. Some of them will not have their needs met. The world moves on. The interesting question is: what does the new fungibility of social software mean for the lock-in-based business model of the likes of Twitter/Facebook etc? How will they regain lock-in? Will they be able to add non-fungible features, like e.g. WeChat, or will they whither?