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“I don’t know if I want to call it a social network, because of the stigma associated with it,” says Ari Balogh, Airbnb’s CTO. So they employ a fuzzier term. “We think of it as a connection platform,” he says. “You’re going to see us build a lot more stuff on top of it, although we’re not an advertising system, thank goodness.” (My own observation is that any for-profit company that can host advertising will, but whatever.)
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Launching a communications tool in 2025 that isn't one of the two overly trod spaces (the advertising-hyperengagement loop of instagram, etc. or the people-you-already-know of whatsapp) is a genuine moonshot in a way that "what if airbnb but for manicures" isn't, and it's something that an incumbent like Airbnb could do that would be impractical for anyone else.