Even if its a rope-a-dope its potentially a smart move. He needs to roll-with-the punches and keep in the lead. Once evaporative cooling kicks in, its not going to be a good ride. So its really best to do whatever is possible to stay ahead...even if that means being the borg of social networking. He has enough of a lead and can accept enough dilution that it remains worth it to continue to layer the next generation of services. A touch passive agressive perhaps, but its perhaps agressive enough to keep the party going another year or two. Which is the time he needs to plot the next move...I mean its unlikely he's going to invent the next FB ;D.