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I agree that they will keep their marketshare for quite some time, but I don't see it getting substantially bigger. As the web evolves, FB is going to have legacy drag on it. As more interesting options come along, FB is going to look less interesting to newcomers. I also agree that we are nearing the end of free money on the internet. At least the reality of advertising is starting to crystallize. When it comes to leveraging ads, not all apps are created equal, and although social ads look great from a marketer's perspective, they suck from a user's perspective.