I fail to understand how the media companies jumping aboard Instant haven’t looked back at the very recent dark history of what the majority of brands devoting big ad dollars to Facebook went through…your giant horse tweet being the perfect analogy.
It seemed ludicrous to me over the years that major brands would attach a Facebook url to their marketing efforts, allowing an outside platform to own that customer relationship and trusting they’d be done right by going forward. I don’t even blame Facebook for doing what was right for them and jilting the very hand that fed them such massive sums in ad dollars, frankly I’m surprised it took as long as it did.
But sure media / content creators…come inside, give us your content, we’ll serve it up real nice ( and fast ) and we promise, promise, promise to not screw you somewhere down the line. Maybe. Sorta. Ish.
There is zero doubt this will be the end of some of these publishers, how soon and how many, only time will tell.
Viva la Facebook.