Normally I would agree with this, but the recent example of Ello makes me wonder if FB's edge here isn't softer than it might look. I encountered a lot of non-technical people who desperately wanted Ello to be something they could use in place of Facebook. It didn't turn out to be that, of course, but you could almost taste how badly they wanted it to be that.

That kind of user desperation is a bad long-term sign for a brand.