If we want to be an alternative to Facebook (or any other service of the addictive web) then we should deviate from not just their structures, but also their strategies. This is difficult. The philosophy of the modern web has saturated our world so thoroughly that corporate goals have the appearance of common sense.
Related to the ethos of –– what does it mean to change the strategies? Global is not necessary. We must change assumptions. So much is encoded in the "search"–– if we don't ask facebook/google/etc. to do the "search" for us, then we have a beautiful & different architecture waiting..