A dozen years later, we have almost two billion Facebook MAUs (monthly active users)—more than WhatsApp (500 million) and Twitter (284 million) and Instagram (200 million) combined. So much for its doomsday predictions every few years. And contrary to rumours of millennials fleeing this space after baby boomers stumbled upon it, the most common age demographic is still 25 to 34. Smartphones have helped enormously. Half of the younger users go straight to Facebook upon waking up, and almost half of marketers report that Facebook is vital to their business. Work or play, there’s no dodging its grasp. Facebook Messenger, at 900+ million users, has caught up with WhatsApp (also a messaging app, now owned by Facebook) and has a host of new features, and its web articles load an ample 10 times faster than elsewhere. Facebook, along with the expanding Facebook Messenger, is all set to be the one-stop shop catering to every possible need an internet user has, thus freeing up time for the real stuff. It has changed how we consume news, with the blessings of not only big names like the New York Times (among the first to capitalise on the value of shared links), but also small non-mainstream sites that function only within Facebook and attract a whopping number of eyeballs.