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Franca Beanfriend's avatar

Applause for this analysis. Really spectacular. This whole series of articles.

Multi-homing is bullshit. My friends use Facebook and Instagram. It is mostly young people using Snapchat. If Facebook and Instagram are down I cant go to Snapchat as a substitute. I strongly disagreed that multi-homing is common or as simple as the defense proclaimed. Multi-homing bothered me because I felt Judge Boasberg doesnt know if its real or not cause he doesnt use social media. If Meta's apps are down people may go to Youtube and Tiktok but they are not doing the PSN social friend/family communication that happens in Meta's apps. Carlton's argument is all trickery and makes no logical sense. Snap is in the PSN market because it does PSN functions. Youtube and Tiktok do not. When Meta's apps are down I go do something else because Meta has a monopoly on my social and I cant go anywhere else. Youtube and Tiktok are something else. They are not doing PSN. Again, hope Judge Boasberg (or one of his clerks) picks these things up.

Meta controls the sharing between friends/family. They control how many friends/family members see your posts and it pisses everyone off. Thats a clear sign of how strong their monopoly is. They severely limit how many of your friends/family see your posts and instead push reels in your face. Because they have a monopoly people have no choice but to stick around and put up with Meta's using us to compete with Tiktok. Yes that is what is happening. How will Judge Boasberg realize this?

I disagree that Instagram grew faster after Facebook bought it. Instagram was a rocketship. It was at 40m when Facebook bought it and almost 80m when the deal closed. Silly to think Facebook influenced this is any way that mattered. Facebook had nothing to do with Snapchat and it had no problem growing to 500m users. Instagram did not need Facebook. Facebook missed mobile and would be nowhere if it had not bought Instagram. Mark was desperate. He came to mobile with a crappy not-working HTML5 website and not an app. He was toast and we all knew it. Then he bought Instagram to save his tail. It pisses me off to see Meta pretend they helped Instagram rather than saving themselves with this buyout. It just not true.

See:

https://techcrunch.com/2012/09/11/mark-zuckerberg-our-biggest-mistake-with-mobile-was-betting-too-much-on-html5/

I helped get this article written in 2012 months after the announced buyout:

https://www.forbes.com/sites/ericjackson/2012/06/05/why-the-ftc-should-block-facebooks-acquisition-of-instagram/

All of this complex law analysis ultimately rely on the facts and what I worry about for the FTC is whether they knew and argued the facts well enough. I know they left out many things. I think they did a decent job. Lets hope its enough to right this wrong. Facebook never should have been allowed to buy Instagram.

ps. another thing that was never mentioned at trial was how Facebook passed the FTC in the first place. how did they convince the FTC to allow the buyout? the reason is because they pretended Instagram was a feeder app of stylized photos into Facebook when really it was already a 40,000,000 user strong social network competitor. Facebook pretended Instagram was a vertical purchase when it was really a horizontal competitor with 80,000,000 networked users at deal closing. Instagram didnt need Facebook. They could have raised as many billions as they wanted. Instagram owned social on mobile while Facebook was stuck on pc playing around with HTML5. Hope they dont let Facebook re-write the true history.

pss: Instagram founder Systrom went along with all of this because he wanted to be bought out by Facebook. Facebook was the king with the money; they were the first to go public. Systrom wanted to solidify money in his pocket. He told all sorts of fibs to get around the FTC. Only later when Zuck took over Instagram did Systrom get upset because Mark really did want to keep Facebook the king and Instagram under Facebook. Ironically (or perhaps expectedly for some of us) the mobile social network king Instagram is now more valuable than the PC social networking king Facebook. Mark saved himself with a buyout. The FTC allowed it at the time cause they didn't realize it was a horizonal buyout; they didn't know what they were looking at.

See:

https://archive.nytimes.com/bits.blogs.nytimes.com/2012/12/16/disruptions-instagram-testimony-doesnt-add-up-2/

https://www.amazon.com/No-Filter-Inside-Story-Instagram/dp/1982126809

The lesson of all this is that the FTC needs to hire people who understand what all these products actually do if they want to regulate properly.

Cheers!

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hw's avatar

Thank you for your insightful, comprehensive, and objective analysis, Brendan.

You brought informed perspective, and provided clever context at every step.

Your updates illustrate in stark detail the vast delta between cookie-cutter legacy media reporting and experienced specialized reporting, separating signal from noise.

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