From a business perspective this makes a lot of sense. I have said time and time again that Facebook has absolutely deserved it&#x27;s valuation (when a lot of others disagreed), and have made similar comments in regards to Snapchat. In short I&#x27;m a fan. That said, is a world in which all ad revenue is basically being filtered through 4 or 5 companies necessarily a good thing? There have been a few studies that have shown that millennials, and whatever there calling the generation after them are already largely immune to Ads. So isn&#x27;t there likely a point in time as these generations become increasingly larger percentages of overall population when Ad Revenue starts to fall. If the people you want buying things in 15 years don&#x27;t pay attention to ads what happens to the industry?<p>And in the meantime if it&#x27;s Facebook, Google, Verizon, Snapchat or nothing, what happens to all the other apps and webpages currently only surviving on meager Ad Revenue if advertisers abandon them wholesale? Can something like Reddit even exist when it makes very little money on it&#x27;s own and can&#x27;t subsidize with Ad revenue?