I completely agree. The void is terrifying to most people. That's why this ending passage is so important:

"I know a man who is building an advertisement-free Facebook replacement because he agrees with everything I have said critically about Facebook. Except, of course, for one thing: he believes the world needs Facebook, he just doesn’t like the Facebook we have. It’s like how at some point in our past, we agreed that the world required fizzy, brown sugar water, so the alternative to Coca Cola wasn’t no Coca Cola (or the abundance of other things you could drink), it was Pepsi. Why is the alternative to Facebook your Facebook by another name?"