Not saying this is the absolute case, but sometimes these things are defensive plays (e.g. instagram was starting to control more % of photographs - something t

Not saying this is the absolute case, but sometimes these things are defensive plays (e.g. instagram was starting to control more % of photographs - something that is pivotal to Facebook's continued success). Sometimes the ROI is in retaining your value and not dying, as opposed to getting $$ out of the investment. I'm guessing if you want to be the #1 social network for a long time, you don't want people being social outside your platform. I'd put this purchase in the defensive bucket.