Maybe Facebook.com fades to irrelevant, but Facebook.the.company evolves to dominate that treadmill, purchasing or replicating any threats for a long period. In this scenario Facebook is not a classical static monopoly protecting its rentier status, but instead a dynamic monopoly whose massive resources enable it to leapfrog from one trend to the next. Facebook-the-company is clearly aware of the history of its predecessors and is poised to pivot.