The problem is the users. Facebook is popular because everyone is on facebook. Tons of new social media sites pop up daily, but not many people use them, so the herd sticks to facebook because that's where all their friends are. The best way to combat this would be through interoperability where a person could use facebook, but through another site. Not needing to be on facebook to use facebook is /directly/ in opposition to the companies business model though, so they'll constantly find ways to combat interoperability. Even sue against it.
