In what was at the time a shocking collapse, MySpace and Friendster emptied like a bar at last call, and it was as if the Internet migrated en masse to Facebook. The social media critic danah boyd described it as a form of "White Flight."12*3 As The Huffington Post wrote, by 2008 "MySpace lost over forty million unique visitors per month, lost both co-founders, laid off the vast majority of its staff and more generally, has diminished to a cluttered afterthought of the power it once was."

Tim Wu, The Attention Merchants, loc. 1003