I don't think reproduced is the right word here. I think it's replaced. Any program that processes data can be replaced by another one. Excite was replaced by Altavista, Altavista by Google. Netscape was replaced by IE, which was replaced by Firefox, which was replaced by Chrome [1]. However, it much harder to replace Facebook. Sure the predominant social networks can and do change, but I don't know if Facebook replacing MySpace is quite the same. Yes, they are both 'social', but the interactions feel different.

Another way to describe it would be inertia. It is a lot easier to switch programs and leave nothing behind than it is to switch social networks and leave your history behind.

[1] these are just examples from my own usage - lets not argue about specifics. Never let facts can get in the way of a good story.

I believe he meant reproduction in the technical sense, which is different than ramping up widespread use of a social product.

Yes.