There's a classic Tim O'Reilly line about the importance of "creating more value than you capture."
Early Facebook was very good at this! I used their ads platform a lot in 2009-10 to raise engagement for a small non-profit that I was helping. The Facebook experience was simple, easy and great value for the money.
And then the ads ecosystem gradually got "optimized." Our nonprofit still kept using it for a while, but it was clear that the focus no longer was in providing great experiences for us -- or our intended audience. Pricing went up; as did efforts to steer me into packages that worked better for FB than me. It was as if someone said: "Stop creating 2x the value you capture. Move toward 1.01x"
FB made many billions over the next decade. But it drained the ecosystem's goodwill. Old-economy industrial giants usually took 80-100 years to paint themselves into this corner. Kind of amazing that FB has done it in less than 20.
Early Facebook was very good at this! I used their ads platform a lot in 2009-10 to raise engagement for a small non-profit that I was helping. The Facebook experience was simple, easy and great value for the money.
And then the ads ecosystem gradually got "optimized." Our nonprofit still kept using it for a while, but it was clear that the focus no longer was in providing great experiences for us -- or our intended audience. Pricing went up; as did efforts to steer me into packages that worked better for FB than me. It was as if someone said: "Stop creating 2x the value you capture. Move toward 1.01x"
FB made many billions over the next decade. But it drained the ecosystem's goodwill. Old-economy industrial giants usually took 80-100 years to paint themselves into this corner. Kind of amazing that FB has done it in less than 20.