Yeah, I'm working on the assumption that Facebook is absolutely not going to stick with Whatsapp's business model. They probably chuckled and patted it on the head when they first encountered it. Could be wrong. iCloud is terrible. It is so very clear why Jobs wanted Dropbox. It is the very epitome of "it just works". I love Apple products (that aren't services), but I am SO GLAD Dropbox refused to sell to them. So glad. I wish Box had more consumer application support and wasn't so enterprise-centric, I snagged 50GB of storage/yr free in perpetuity (it's actually a great strategy for them I'm just being selfish). Apple should just build a new Box/Dropbox app from the ground up, platform agnostic, put it on all their home screens, and kill iCloud. It would make me want to buy their hardware more.