"Facebook does not have a good business plan. It has a business plan that was hastily taped onto the back of a running cheetah, and the cheetah doesn't care about the business plan.
This is also inaccurate. Facebook's business plan is to sell its users to advertisers.
Facebook was built as a way to creep on girls. No monetization policy at all. It was only AFTER other websites moved to ad-based selling of their viewers' data that FB hastily pasted that capability on the top of the Feed. Ever since the platform has been rebuilt to support that mission, but that's not what it was designed to do.
From Day 1, Apple was designed and built to sell a premium product to a limited audience that appreciated those premium features, and - with one brief dark period under John Sculley's leadership - has Apple ever deviated from selling a premium product to people who will pay top dollar for quality/experience.
In my view of the world, your DNA matters. FB's DNA is fundamentally flawed and disrespectful of their users. Apple's DNA is to sell the best experience possible at a premium price.
One of these houses is built of straw and one of brick. The little piggies are squealing and the Big Bad Wolf is coming...