I think you underestimate the highly tuned addictive properties of their service, interface and brand... I'm not saying it's net positive whether ad-supported o

I think you underestimate the highly tuned addictive properties of their service, interface and brand... I'm not saying it's net positive whether ad-supported or not, but I believe it would be very difficult for another player to come in and beat Facebook at their dopamine inducing game now whether they charged for it or not at this point. The extent of analytics (how people interact with their website and mobile services) across the population that they have access to is borderline scary. When you consider how much money King Digital made/makes with a stupid polished match 3 mechanic by making incremental psychology driven UI/UX game design decisions...