While I agree with the author's point that anyone who is not Facebook will be screwed, I disagree with this part: "Facebook has two natural constituencies: its advertisers and its users."

Facebook does have two constituencies: its advertisers and its shareholders. There has been very little improvement for users in the past few years. While the site has become filled with more and more advertising, users have less and less control over their newsfeed. After years of changing the setting, I don't even have the option to show posts by Most Recent any more.

Meanwhile, small businesses, who helped build up the Facebook brand are being forced to pay to reach their own fans. I hope this misalignment of incentives really bites them hard.