Tangent: my understanding is the Zuckerberg wanted to do something similar and even paid SpaceX to launch a satellite (which was unsuccessful).

It seems Musk liked the idea so much that he decided to do it himself.

To me, this (along with Zuck's issues with Apple over the app store) explains a lot about why Zuck 2.0 has been so focused with avoiding platform risk with recent endeavours.

If that's actually how events played out, one hopes that Zuck would at least be able to appreciate the irony of his idea being stolen by a vendor he hired to implement it.