The article mentions how Myspace wasn't able to monetize its users as well as data-driven Facebook does. I wonder if 2006's Myspace could have survived if given more mature toolchains for users' pages to not look as though they were made by a teenager. Or Facebook made an early decision that having less customization is better for growing a userbase such that people will use a service with posts in a format they can be more familiar with across all pages.