This is a valid concern in a recession but there are different niches and business models. Facebook has been very profitable selling ads but that’s not the only option, and there are opportunities which might be a good fit for a small company which a big one is structurally incapable of finding. After the dotcom crash, I knew several people who found solid niches selling services to other businesses - it didn’t have the hypergrowth potential of something like an ad-supported social network but most of those fail, and there’s a lot of money in less sexy industries.