Why not both? Besides, the lions share of FB's current revenue still comes from US Ad spending. Amazon's dominance of e-commerce threatens this because people

Why not both? Besides, the lions share of FB's current revenue still comes from US Ad spending. Amazon's dominance of e-commerce threatens this because people who want to buy something increasingly just go to Amazon.com. Amazon's ads offer the opportunity to influence consumers at the end of the conversion funnel. But this means that Amazon will get a bigger slice of both the ad spend and the purchase data which FB doesn't yet have. Their ad business already makes almost $3B a quarter - that's almost 1/5th of FB's revenue. This is money that likely would otherwise have gone to FB/Google, but isn't anymore. This is big threat to FB's core business in what is their most lucrative market right now. Would they leverage this data to try to keep their ad business competitive? I certainly think so. Just imagine how much stuff an AI that knows your purchases and your social life can get you to buy.