The social network has become too many different services to be replaced outright or even abandoned. It’s the key we use to unlock services, the address book we use to find people, the billboard we rely on to self-promote. Mark Zuckerberg has consistently pursued a strategy of cloning and acquiring apps in a push to make Facebook into the Walmart of social networks — the friend superstore!

That tactic seems to working, even as competing services with more specific functions steal attention away.

Read more: