Even Zuckerberg doesn't care if Facebook is 'uncool':
“Maybe electricity was cool when it first came out, but pretty quickly people stopped talking about it because it’s not the new thing, the real question you want to track at that point is are fewer people turning on their lights because it’s less cool?”
But Facebook is not electricity. At best they're a type of light source. The alternative is to Facebook is not living in the dark, but switching to another type of light bulb. It might take some time before something comes along you like well enough (heavens knows finding a LED bulb I don't hate have taken a few attempts, as the 10 different makes of LED bulbs presently in my living room proves), but the change from one type of electrical bulb to another is a whole lot less problematic than going back to candles.
The threshold is far lower.
For starters, the population in general is vastly more internet savvy. And contenders for all or part of their space is shooting up all over the place. And parts of their audience wants to be different and stand out from their parents or others.
That strikes me as hybris. Facebook is not some kind of radical new discovery, it's not even a radical new invention. That's like pretending Elvis Presley or The Beatles invented music because they had a huge market share.
The point is that Facebook has become or is becoming a utility. People don't get excited about email anymore or think it's cool but they use it daily. Facebook is no longer this cool new site with interesting new features - it's an easy way for people to message and share photos.
“Maybe electricity was cool when it first came out, but pretty quickly people stopped talking about it because it’s not the new thing, the real question you want to track at that point is are fewer people turning on their lights because it’s less cool?”