Another great line from Ben Thompson.  This is the distinction that makes the acquisition and its motivating strategy make sense.

While Zuckerberg may have given up on Facebook-the-product owning social, he remains determined that Facebook-the-company do just that.

Emphasis in the original.

It's not that it's shocking when you read the line.  It's that you can't unread it.  That's exactly what's going on.  Brilliance isn't making up something from whole cloth.  That's impossible, honestly.  It's seeing what everyone else already sees -- often even should see -- and revealing its nature in a way that can't be unseen.