Social networks are natural monopolies with one winner taking 80-90% of the market. Before Facebook it was MySpace before that it was Friendster. If Facebook wh

Social networks are natural monopolies with one winner taking 80-90% of the market. Before Facebook it was MySpace before that it was Friendster. If Facebook whithered away for some reason the new thing would also tend towards capturing the entire market. It's the reason why Facebook tries to buy any new upstarts, if an upstart gains traction it can become threatening even to the largest social network.