Google&#x27;s core business is ads. Parse makes a lot of sense strategically for facebook, a big moat that they have built is around being your identity on the internet. Parse&#x27;s platform encourages app developers to use facebook login as a core component of their apps. So even despite being ancillary to their business, they shut it down. Building a technology company around an ecosystem is potentially a lot riskier than people take it as. Especially one with a lot of proprietary bells and whistles..