1. Seize distribution (facebook likes, subscribe with google) 2. Muddy the waters over who's user it is (FB instant articles / AMP, FB news feed / AMP carousel

1. Seize distribution (facebook likes, subscribe with google) 2. Muddy the waters over who's user it is (FB instant articles / AMP, FB news feed / AMP carousel) 3. Start taking higher percentages of the ad revenue 4. Laugh when the publishers try to negotiate some back with no leverage 5. Do a big song and dance about how sad it is that publishing has lost all of it's revenue 6. Rinse and repeat (instagram / google news initiative)