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> If the old way of Facebook worked, FB would use the old way.

Not necessarily. If the old way of Facebook worked (i.e. was profitable) but it wasn't as profitable as the new way, FB still wouldn't use it. But some other company might be able to get away with it.



Not necessarily, but most likely. If there is a way to make more profit, any company would try to do it.

The moment service stops growing, aggressive monetisation kicks in.

Otherwise, investors/shareholders would blame CEO for incompetence.




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