[ken]

If I were Facebook, I would be thrilled at the idea. I'd want as many apps as Facebook has features, as long as we could get users to install them.

Right now "Facebook" is one app on iPhones and Androids, next to native apps like Camera and Photos. Imagine if Facebook was 10 or 15 apps, and they were the same across iOS and Android. For the Facebook-loving crowd, at least, they'd take up your entire home screen, and make the OS virtually irrelevant. For these people, it's more like anti-fragmentation (unification), on Facebook's platform.

I see this as similar to Netscape (built for a dozen platforms), or Office (for Mac): they're saying "don't worry about the OS -- we'll take care of that for you -- you only need to know that if Our Product is on top, then you know how to use it".