This reminds me of the early days of CompuServe and Prodigy, which had exclusive content*. It worked for a while until the open web became the bigger audience that dwarfed all others. I think the big players now may be repeating patterns of the past. Open standards tend to trump closed platforms over time. If this is the case it presents an opportunity to create a new open version of what Apple is doing now. Web 4.0?…
I certainly hope this is the case, because it scares me how much content is being centralized in Facebook in particular.