You lost me at Zukerburg got lucky. Facebook changed social media forever, they completely innovated this domain.
Whatever FB's innovation is, it doesn't age well, otherwise fades so fast
I hate Facebook, but I will buy its stock, and I will make money.
Facebook was not the first. There were already mass-market social networking websites when Facebook emerged, like MySpace and Friendster.
The younger generation has already dropped Facebook, like their predecessors dropped MySpace. And they are still able to communicate with each other without using e-mail.
I don't recall much have changed since ... 2012, except perceived quality of search results