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RE: Facebook unlike Steemit has a problem - it's running out of connected internet to gobble up.
They'll be focusing on their revenue per user as you highlighted. Buying more data and advancing their algorithm. Show the ads to the right people at the right time and they'll make much more money.
Steemit just feels so refreshing after the data overload of FB. The web interface is no longer intuitive at all on FB! :(