I just read this article and what Meta is doing then triggered all the alarm bells!

This tactic even has a Wikipedia page: Embrace, extend, and extinguish

From the Wiki (quite enlightening):

The strategy’s three phases are:

• Embrace: Development of software substantially compatible with a competing product, or implementing a public standard.
• Extend: Addition and promotion of features not supported by the competing product or part of the standard, creating interoperability problems for customers who try to use the “simple” standard.
• Extinguish: When extensions become a de facto standard because of their dominant market share, they marginalize competitors that do not or cannot support the new extensions.