The theory was something like this: human society is all about that small group of people you know and care about. Facebook had succeeded in capturing that, harnessing that, replicating that (at least, for college students). If Facebook really had tapped into one of the most powerful human impulses among college kids, why couldn’t it appeal to everyone? A product like Microsoft Windows was used by almost everyone who owned a computer. Billions of users. But a product like Coca-Cola was known to almost every human being alive, was used by almost every person alive. Could Facebook and the social
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