It's poetic justice for company that started by 'scraping' MySpace text entry boxes and calling it their own. The DNA of facebook was bad from the start on many different levels from zuckerberg using a biz card that stated "I'm CEO bitch", calling his users dumb fu*cks, starting a platform by copying Friendster+MySpace to voyeuristically spy on users across college campuses and not doing something on an algorithmic level that was difficult to duplicate as opposed to what Google did. This is the difference between social media and Search, which is now made up of AI/ML/NLP.