> if I didn't like their WhatsApp and Facebook accounts merging, for example, I could just bounce to iMessage / Kik / Snap / Telegram. > low switching costs M

> if I didn't like their WhatsApp and Facebook accounts merging, for example, I could just bounce to iMessage / Kik / Snap / Telegram. > low switching costs Messaging services do not have low switching costs, for the same reason that Facebook itself does not have a low switching cost. People use the service that has their friends on it.