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.