The only thing I fear is the marketing part you mentioned at the bottom. Meta is for-profit by design and unless they come up with a product that everyone will need to purchase for participation (like the Spellbook in Splinterlands) and if that product doesn't bring in consistent and stable revenue the only thing left to sell is data.
Also if they introduce ownership they will probably need to introduce KYC and that should sound a bit scary to people knowing how amazing Facebook's track record is.
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