So while this blog post makes a great point, it feels like it's trying to convince the sun not to rise tomorrow - nothing we do will stop platforms such as Facebook rising if they offer what people want/need. We would need to make a better version, and that isn't always feasible.
I don't use Facebook, but that certainly doesn't stop the masses using it and looking at me strangely when I try to explain to them why I don't use it. We're probably in for a bumpy tech ride in the near future as always-online comes to apps everywhere.