What is the goal of all this? Facebook used to be the platform, and apps could go viral there. Then they made it so that you can't even get a list of all frien

What is the goal of all this? Facebook used to be the platform, and apps could go viral there. Then they made it so that you can't even get a list of all friends. Now messenger is the platform instead of the newsfeed? OK, what can I embed in it, and why would I do it? What benefits does our app get from it over SMS invitations?