> It seems like Zuck refused to accept owning a boring ad business

Zuck sees a real problem: not owning the platform.

Hence the VR and other attempts. He sees what he has today as a dead end. The fear grips him.

In theory Google and Apple could ban Meta’s apps and it would be game over.

lol that’s charitable

The real problem for Zuck is he thinks he’s some grand master who can play 5-d chess, except he can’t