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Because the timing is too early they are having to venture into mismatched products to support the endeavour, but when you stop to look at the longer timeline it is quite clear how it fits very well.

Similarly, it is safe to say that Netflix always knew it wanted to be a streaming service but had to mail DVDs until the timing was right in order to get there. Facebook is going through their metaphorical DVD mailing phase. Just another day in the life of business.

I'm not entirely convinced they can get to where they eventually want to go, but that's another story for another day.