It seems to me that in 2017 if you came up with some awesome new idea then a thousand clones would be trying to wrestle the opportunity off you.
Also predict that changing market for surveillance and censorship respecting developing economies will result in newcomers getting foothold.
Expect FB share price to peak in 2028 decline thereafter.
Before there was Google there was Yahoo and others who did the same things but sucked. Google found a way to do Web searches better and web add Adsense, etc.
Apple did not invent the desktop computer nor the GUI, they found a way to make those better.
Facebook simply made a better social network than others and could access webmail to pull contact info to invite your friends and family. Plus Facebook like Google did web ads better. Facebook sold our fb activity to third parties as well for money.
Facebook also released an API for others to make video games for their social network.
Hyves in the Netherlands?