The critical difference here is this is being attempted by the guy who was kind of behind PayPal, Tesla and Spacex.
The guys who are trying to make Messenger an everything app are probably some random MBA grads who have done nothing of significance in their life and real world.
It's more about ability to make change in real world to improve human condition. Facebook has 0 expertise when it comes to this.
Only thing Facebook has expertise is in building web pages, servers and running AB tests to make humanity keep scrolling down and stare at bullshit.