[rhizome]

It was an incremental improvement in a fledgling social network industry

And even then, it was only because Friendster was crippled by scaling problems and MySpace was snowed under with self-promotion that Facebook even had a path out of the university populations to which they initially restricted themselves.

[gaius]

I think one thing that FB got right was disallowing any customisation of your own profile. That made MySpace completely unusable.

[rhizome]

Very good point. MySpace had zero consistency of experience.