There's an element of having shot themselves in the foot. FB moviled from content driven purely by your friends and what they post to content that FB have decided to feed you.

That worked great in a lot of senses. You never run out of content. FB have a lot more options for their optimisation efforts. It also made them more of a general media company.

But... it also devalued the social network/friends aspect. Now it's just about content and holding user attention. Well... that means competition is everything again. Anyone can post anywhere, or consume content anywhere.