“facebook had become like kind of a drug for them i mean it's just like they were addicted to it and it was just so easy to only use facebook... that's a classic sort of blunder from a from just a commercial perspective you never want to be totally dependent on another platform”

Single-Platform Dependency Is a Classic Blunder — ATT Just Made Everyone Experience It

ATT devastated teams who ran all their UA through Facebook because diversification felt unnecessary when the machine worked perfectly. The lesson is not specific to ATT — it applies to any distribution channel. Single-platform dependency means you are one policy change away from a business crisis. Build multi-channel capability before you need it.