The paradox is that people have created Facebook, while Facebook, on top of this, has created an abusive business model. What I mean by this is that all content, contact lists and comments are created by people. The technology behind is not rocket science at all. Facebook was just first. Facebook's only value is its monopoly on global communication. One login and you have contact to 70% of the entire world population. If people began using another technology, like the federated network Diaspora, the monopoly would crumble. We have seen how fast such thing can happen. The problem is that people would have to create the whole thing again, and most people do not have the imagination to see possible change.