When you don't own the platform you don't control the advertising. Facebook now competes with Youtube, even if there's not perfect overlap in the markets they t

When you don't own the platform you don't control the advertising. Facebook now competes with Youtube, even if there's not perfect overlap in the markets they target. Did Google+ fail? Certainly. But Facebook can leverage its way into things like competing with Youtube by using its existing user base. So just sitting around being the "best" at something doesn't mean squat. Your current partners might very well be your future competition when they see how much money there is to be made.