Why does the advertising platform need to be the same service as the tool for finding old friends? Why do either of those things need to be bundled with an even

Why does the advertising platform need to be the same service as the tool for finding old friends? Why do either of those things need to be bundled with an event planning tool? Why is that combined service serving the vast majority of the populations of both Indonesia and Canada (for example)? My point is simply that I, and the vast majority of businesses, would get the exact same value from Facebook if it operated at the scale of a single country or even more locally. Or if it were one of many competing platforms that each had a far smaller market share. To be clear: I know the answer, in economic terms - economies of scale, network effects, etc. But also I don't care about that, because none of that matters to me. And the downsides (and externalities) of having a single giant service functioning at this scale are massive. The costs are large, and the benefit to me is small. That's why "we just need to accept it" is an absurd argument to me - I don't personally benefit from Facebook being as large as it is, and I would experience no great personal or professional loss if Facebook were far, far smaller.