You hit the nail on the head here, this is the new "Space" and massively valuable - very much an un-touch niche market. To be able to silently accumulate 10m happy users is hugely impressive. The analytical info on 10m active users (file types sizes etc) is why they shut it down, to absorb that info and change FB for the long term. Maybe a more private FB in future for users that don't want News Feeds etc.