I guess it depends if your view of the world is a tending towards an all-encompassing monopoly or not. Facebook, faced with a flattening out of growth in its customer base, is always looking for new ways to engage. They are good at it.
BUT, the "younger" generation are already seeing Facebook as an old platform and, while they use it, they continue to look for something edgier. Sometimes, that is an offering put up by an existing provider (Smartchat, Instagram, etc), but to be seen as "on flick" they generally migrate to what used to be called a counter culture offering. Facebook is so yesterday.
Platforms like CAR and hotel search engines are generally viewed as being specialist commercial, and there is little kudos in using something else. It may happen (who can really predict trends well?), but I suspect if the likes of Facebook get into this market it will be a relatively small incursion. There is just too much of the market tied up in it right now.
The bigger challenge for CAR is a completely out-of-the-blue entrant with a compelling new business model. Isnt that the challenge for any retailer, including Facebook?
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