So they invested in other models too, but didn't win big. Why?
Messenger didn't fully get going till about 2013 or so. I think it could have been WhatsApp, easily. Had huge advantage.
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Also, groups. Groups are great but still limited in functionality, integration into main feed isn't easily user-controlled.
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The SOCY 101 part is this: messaging (more primary relationships) of course eclipses broadcast to who-knows-who weak-tie group.
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