Things are more complicated than that. Spinning off of facebook was necessary. Just because you've done something once doesn't mean you do the same thing in similar-but-not-identical situations though. It's all calculation at the end of the day, and each equation has its own set of variables.

Similar to how we're likely going to see a brand new form of attack, where instead of being EEE'd, he just tries to smother awareness of us and keep us small. Since he can't actually outright eliminate us.