I work in an European company.
I doubt this will get any traction outside of US.
Designed in NSA - Made in UK.
I have no particular authority in saying if this is actually the case or not, but my feeling is that in Europe (and especially in Germany) there will be a lot of resistance towards Facebook solutions (the recent Whatsapp decision to share data with the parent company is another thing that did not sit well here, for example).
This, unfortunately, might get traction here as well.