This misses the point of the article and the opportunity for nimble businesses…
First off, new “waves” on Facebook (or any other platform) are goldrushes because they reward early adopters with a blue ocean, a green field. There are massive benefits that accrue with this first mover advantage, like 1.5B recurring exposures, prime real estate, and no competition.
Second, what you’re talking about is “platform risk,” and any business blindly beholden to a 3rd party platform was unsustainable from the outset. Whether Groupon, Gilt, Zynga, or BuzzFeed, their solutions either diversify across platforms or lift-out of their sole platform into their own destinations.
Furthermore, why would Facebook’s intrinsic platform risk be so outstanding relative to comps?
Apple’s App Store revenue share was the business model. They didn’t suck-in a bunch of feckless developers, then deviously tax them into the poor house. That was the deal from the outset. (Not that I think the App Store is sustainable with the current M.O.)