We are now witnessing a similar dynamic, but the battlefield has shifted from search to social. Just as Google had early dominance in lighting up a portion of the web, Facebook has early dominance in lighting up a portion of the world’s social graph. But much like the Dark Web, there exists network upon network not yet graphed by Facebook, waiting to be mapped, organized, and optimized for communication.

This is the unlit social graph, and this is where Facebook is vulnerable.