It isn't obvious that the Facebook platform will be the premier platform for companies and developers to connect with customers. Facebook is first to the market with an open and technical robust combination of an API and distribution network but don't bet on it being the last.

I'm sure the "OG's" of the platform wars, Apple and Microsoft, have plans and Google is almost certainly working on something.

There's a reason Google and Microsoft haven't bought facebook, and it's not just because Facebook's price is too high.