It’s easy to believe that Facebook can stay in control of the Web in perpetuity by acquiring tech’s prettiest young things. But remember that a decade ago, Google looked like the substrate of the Internet. Nearly everything about the way we surfed flowed through Google. Now, not so much. While Google is far from toppled, a tectonic shift has created new land masses in the ocean, where previously there was only misty horizon.
Google was in trouble the minute TV ads started showing their Facebook URLs instead of their web address. Companies now say: “find us on Facebook” and that’s bad for Google because Facebook has its own search box free of Google ads.