Indeed, a major reason for Facebook's success is that, while Google dominated the open web through its search technology, Facebook was built as a closed platform that escaped the grips of Google. The aim for Facebook is to make it so that users never have to leave their enclosed ecosystem: news stories, videos, audio, messaging, email, and even buying consumer goods have all been progressively folded back into the platform itself.

Nick Srnicek, Platform Capitalism, loc. 91