I predict there will be more of this pattern with time. It doesn't take a rocket surgeon to realize a small UI dev team can slap something shiny in front of a simple IRC cluster then add their own marketing widgets. There are already open source docker based projects one could fork like convos. The biggest hurdle for the FB and ilk to monetize this would be internal legal approval and project timelines. I bet half of the folks on HN could do this as a side project.