There's a race to control client, which is mobile. Apple or android can lock Facebook out or require them to use an ad system or a payment system. To control an

There's a race to control client, which is mobile. Apple or android can lock Facebook out or require them to use an ad system or a payment system. To control and profit in the future they need to own the entire stack, through to the user, only then will their revenue stream be drawbridge free.