In order to disrupt FB and become the "dominant" social media platform it would have to either play by the same corporate rules as Facebook does (doubtful, if it's even possible) or it would have to provide something better than what FB offers. I tend towards the latter. In my view, they don't have to be hell-bent on destroying Facebook. If their platform is less profit-driven and empowers the user in new ways, people will naturally gravitate towards it. Of course, that depends on people's ability to see what it offers, which still has a lot of people scratching their heads.