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I think there is a slight nuance to what they wrote. They said, "you really should never ever use a company like Facebook as a vital component of your business." It sounds like FB and Amazon, while immensely valuable for you, are not 'vital'.

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A typical ecommerce business that advertises on Facebook might bring in 30% or more of their new customers through that channel. That's "vital".

EVERY direct-to-consumer ecommerce company buys Facebook and Google ads. Every single one.

If you lose the access, does your company die? If not, is not "vital".

Yes. These companies will die without Google and Facebook ads. Not immediately mind you, but after 6-12 months of near-zero new customer acquisition they will be out of business.

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