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Isn't this sort of like estimating the value of Ford by paying users not to use roads?

No, the roads are still free - the participants are still free to use other services after deactivating their accounts.

But other services don't connect to your friends. So I guess it's more like, paying them not to use any intersecting public roads.

Is that why Ford decide to stop making sedans? Only trucks can go off-road. ;-)