This is pretty close to my analysis as well. I felt none of these really 'get it', they are trying to build a 'better Facebook' or an 'anti-Facebook', still in

This is pretty close to my analysis as well. I felt none of these really 'get it', they are trying to build a 'better Facebook' or an 'anti-Facebook', still in reference to Facebook either way. Facebook has what you mention, but also Instagram, Messenger, WhatsApp, Occulus, plus Ads. I've read that they are creating another 'private social network' too. It's like trying to dethrone Windows or Google at this point.