Surprised they would use an existing network instead of developing their own given the resources they have. I think STEEM has proven that cryptocurrencies can be utilized within social networks to incentivize engagement.
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That was one of my first thoughts, why doesn't Facebook develop it's own network. Then I thought about the complexity of doing such a thing and the fact that Facebook would burn up a lot of cash doing it.
I think they are still researching the potential and capabilities of the blockchain.. Won't be suprising if they started developping their own later on.