Personally, my brain went in the direction of "is Facebook taking the Google approach to developing products?" i.e. they have a huge engineering team that needs to work on something, so you end up with a lot of products coming out of their dev organization, thrown at a wall, some stick and become popular in their own right (Messenger), some don't and die, and some are extensions of acquisitions (instagram).

Pure speculation and supposition, but that's the sensation I get, specifically reading this headline. shrug