I think this is a really good answer to the question of "What do you do when [Google | Facebook | Microsoft] enter this space?"

Just because they're big and have scale of users doesn't mean that a) they can create a product that people want to use, b) failing that are able to force them to use this product.

Though it was a defeat against Facebook, this is a good sign for smaller companies: the behemoths aren't invincible.