I agree with you that Zuck deserves praise for taking the idea of Social networking and running with it far longer and more successfully than anyone else. But, I can just as easily make the argument that people were using the Internet to interact socially before, they can interact socially on other websites, and they will continue to interact socially online even if Facebook didn't exist (we could be spending 2-3 hours a day on myspace or instagram right now). All of these companies (except for maybe Apple, who introduced a completely new paradigm with the consumer PC back in the 80's) took something consumers were already doing and did it better. Therefore, I think the argument has to be made from a technological perspective, where Amazon is the clear innovator.