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And that's a good thing!

Sadly some countries (Bulgaria, for example) are still running heavily on Facebook for all businesses that do not want to invest into a proper website.

Maybe there's an opportunity for a new company to take over those?

How about the tracking pixel ? Is this also dissapearing ?
Opportunity, yes. Culturally I doubt it. In my city, as an example, Facebook only is dominated by businesses with no interest in technology, and it remains dominant in poor / economically depressed areas.

Facebook took off like email. In many respects, it's true value is network address book in my opinion. And focus should be on that, as opposed to building a social network.