It’s a little like deciding to be Disney, said one source, owning
all the good content brands. If Facebook is Disney (by the way,
its COO, Sheryl Sandberg, is on the entertainment giant’s board),
then Instagram is the Disney Channel (the kids love it!) and
WhatsApp is ESPN (everyone loves it!).
This Facebook effort has stopped and started at the company, but
insiders have been saying a lot recently that the goal is now to
break out all the various functions of the whole service into big
mobile apps. Hence, Messenger. And news-reader Paper. And, of
course, the purchase of photo-sharing app Instagram for $1
billion, which now seems like a bargain.