"Build an audience that secretly belongs to a social media mob at your own peril, and don’t be surprised when the brands and publishers that own their audiences are the only ones that survive."

Umm.... Buzzfeed's audience doesn't belong to FB. Neither does Upworthy's. Anyone can visit BuzzFeed.com without going thru FB. Anyone can receive an email link to BuzzFeed.com without FB. FB is just ANOTHER distribution method. It's a bonus, like search engines. Of course everyone wants to take advantage of it, if it's there. What the hell is this article even saying? Don't go to FB. It's an additional distribution method, that's all! Nobody is putting all their eggs in it.