(disclosure: I worked at FB for 3 years) I don't agree that it's "super toxic." Any company that gets this big and is also a utility will get its fair share of

(disclosure: I worked at FB for 3 years) I don't agree that it's "super toxic." Any company that gets this big and is also a utility will get its fair share of complaints, and this fair share will seem huge because the base is huge. Think about Comcast, for example. For the most part, people will still use it b/c it's embedded in so many parts of our lives. It has a monopoly on the social graph. Heck, growth has been exceedingly strong even though its been around for over a decade. Just building another company and saying "we're not FB" is not enough. For most people, FB is good enough, just like a utility. It will be exceedingly difficult for a company to just come in this one angle and win. In order to win, they need to play to a strength that isn't dependent on the existing social graph, because you are not going to win taking FB head on. It has to be guerilla warfare.