Totally agree with that last line. I think the failure was that they came up with a design that looked really good, but fell short on the interactions that matt

Totally agree with that last line. I think the failure was that they came up with a design that looked really good, but fell short on the interactions that mattered. It's a classic UX design problem: insular critique led the design in a certain direction, everyone loved it because it was pretty and "content focused." Then someone pointed out the user testing results, and probably used data to support an argument about how it didn't actually work that well, which made a whole bunch of people go "oh yeah, huh" and finally it fell flat. Happens all the time. This blog post was spot on, and I found nothing unusual about it. The unusual part is that an organization as large as Facebook had the ability to stop the momentum of a very large project because it wasn't that great. That's a lesson to take to heart.