Earlier quoted context omitted.
Why are Laserlike's ad targeting algorithms better than Facebook? The alternative to Facebook is not a smaller younger Facebook, it's open protocols. If you want to send all your browser history into a black box and get recomendations on what to read use Chrome.
Think about what you're describing: if the goal is to offer a new UI feature and see how users react, do you a) spend years standardizing a new protocol or b) use a single source to try it immediately while you independently explore the long-term options?
The "recommendations" are ads. Ads are not "features", so they will never be protocols.
Otherwise they would be a news aggregator, and so competing with Huffington Post or the zillion others.