This is always my response when people say "the Internet is dying, woe to us, big tech is destroying the Internet". It doesn't matter if 90% of Internet users exclusively use Facebook, Facebook does not and can not stop you from creating your own website and distributing links the old fashioned way. There is absolutely nothing "dead" about the Internet of the 90s. It still exists and it's still possible to be a part of. The fact that Facebook and Google and etc built
on top of that does not matter one bit.
If you create your own website are you going to get Facebook-level traffic? No, of course not. But you wouldn't in 1998 either because there just weren't that many people interested in visiting your website. Facebook didn't make them less interested, because they never had that interest to begin with.
If I run a health food store, I don't cry because an ice cream shop opened up across the street. I don't cry when I see how many people walk right past my door to get to the unhealthy treats. I know I'm in a niche market, and I know that ice cream will always be more popular than kale and wheatgrass. The people who go for ice cream aren't going to go for kale and wheatgrass anyway, so I'm not losing customers to the ice cream shop. The ice cream customers are not my customers.
What the ice cream shop did was put more people on the sidewalk. They didn't steal my customers, but if I have a really good value proposition I may be able to steal some of theirs. That unhealthy ice cream shop is a good thing for my business, even if it's a bad thing for overall community health.