I don't know anyone who really likes Facebook; they've alienated users with privacy missteps and stupid interface changes over and over and over. But everyone keeps using it because that's where everyone else is. Somehow you have to break that cycle.
If anyone can do it though, it's probably Google. They effectively broke the back of the fat-and-lazy AOL Instant Messenger (at least in my experience) when they built chat into Gmail. Once they did that, AIM went from a "must-have" on most of my friends' computers to something they barely remember their login information to anymore.
Here's hoping they can find some leverage to get a critical mass of users over from Facebook.