In the document, Rubin acknowledges that Facebook's virtual reality business didn't catch on as expected, despite the hundreds of millions of dollars spent on content for early adopters. He also urged the company to execute fast and go big on the vision, to shut out HTC, Apple, Google and other competitors in the VR space. Regarding other players' participation in the metaverse vision, he wrote: “Let’s build the Metaverse to keep them from being in the VR business in a meaningful way at all.”[46]