They might include add-in options with enhanced features, only available with subscription. If the add-in features blend the content creation option in the social connect platforms (with appropriate algorythms), keeping the current basic features as free, who knows how it can perform? Facebook and relevant other companies are buying other companies, that might tranform their game.

I agree that as long as it is not a service or content creation platform, there will be difficulty for those so-called connecting media.

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