An interesting corollary to this piece would be to ask how much time and effort is Facebook putting into increasing the Average Revenue per User number? The collective mind of Facebook is smart. They have accomplished quite a bit and it would be foolish to think they didn't start planning for a plateau in growth years ago. It really depends on how they increase that ARPU (like somehow with mobile which they currently make no revenue from). I for one would not bet against them. This talk of Facebook not being cool anymore in my mind signals something different now. They are now in essence a utility (as someone else said ubiquitous) and that is a pretty incredible place to be.