The positive features you mention are related to network effects or essentially to Facebook's "first mover advantage". As I see it, you should consider Facebook

The positive features you mention are related to network effects or essentially to Facebook's "first mover advantage". As I see it, you should consider Facebook as merely the incumbent in this "connecting" role, i.e. don't give the Facebook organization any credit for the market position they find themselves in. The software must be adequate enough but that's a separate issue from FB's immense asset, its subscribers.