Breaking Up With Facebook Ain't So Hard To Do According To Eat24

Ever consider leaving Facebook? Heck, the Millennials are bailing in droves. But when push comes to shove and it's time to put the pedal to the metal, how many of us would actually pull the trigger? Well, there is one brave band of renegades who have not only set the bar fairly high as to how to cut those ties - but also how to read the riot act to the founding fathers while walking out of the door.

Yes, the little known food-delivery website and app known as Eat24 actually put their money where their mouth is, while leaving with their dignity and keeping their sushi porn in tact.

Yes, those crazy and wacky guys from San Bruno, California (led by Nadav Sharon, Haim Erez & Morani Hakmon) have just gone Eat24 co-founder Morani HakmonEat24 co-founder Morani Hakmonwhere very few of us had dared to go before. A site that attracted over 70,000 LIKEs on the world's largest social network announced this past week its succession from the union. And like the little mouse who roared -- has touched off a heightened frenzy amongst the digerati, while generating more publicity that money can buy in its wake.

Dear John Letter

In essence, Eat24 initially fueled the flames on March 27 with an open "break-up letter" that claimed that the changes Facebook has made to their newsfeed algorithm "as actions that made us [Eat24] feel like you [Facebook] don't respect us." The crux of the matter is that in Facebook's inimical wisdom and their greedy desire to have brands pay for posts versus getting them free, they are downgrading the flow of content from brand to consumer.

You Ain't No Twitter!

Gigaom's Matthew Ingram described the complaint by comparing how Facebook differs from Facebook: "More than anything, these complaints reinforce the difference between Facebook and Twitter: when a user tweets, it becomes part of a giant stream of billions of messages that are (theoretically at least) available to anyone."  

Simply put Facebook controls the "signal-to-noise ratio," not the brand. "That may seem noisy — and Twitter gets regular complaints about how hard it is to filter the stream effectively — but to many, it is the way that an open social platform should work," adds Ingram.

You Ain't Even No Instagram, Either!

Reinforcing this point, Eat24's Dear John missive lauded Twitter's open feed, and as if to pour salt into the open would also condoned the status update procedures used by one of Facebook's recent acquisitions, namely Instagram.

A Less-than Contrite Rebuttal by Facebook

In not so much as a response but as a justification as to why Facebook does what they do, their communications director, Brandon McCormick rebuffed Eat24's snark with some of his own. And in so doing, didn't even address the promoted-post issue, but suggested users prefer to see news from friends over companies' marketing pitches.

"Hey, Eat24, this is Brandon over at Facebook. I was bummed to read your letter. This world is so much more complicated than when we first met - it has changed. And we used to love your jokes about tacquitos and 420, but now they don't seem so funny. There is some serious stuff happening in the world and one of my best friends just had a baby and another one just took the best photo of his homemade cupcakes and what we have come to realize is people care about those things more than sushi porn," McCormick said. "So we are sorry that we have to part this way because we think we could still be friends -- really we do. But we totally respect you if you need some space."

Who's Going to Follow the Pied Piper?

So has Eat24 set the 'exiting' SOP for others to emulate? Will there be a mass exodus as a result? I think we all know the answer to that one. As noble [and humorous] as their gesture was - it's highly unlikely this Pied Piper will have a significant following, if one at all. As is often said of the social networking space, as feudal lords they hold the keys to the kingdom - and we [the users] are but mere serfs tending their fields.

Bait & Switch

They lay down the law and have oversight over our privacy. Developers, app builders and marketers are simply tenants. They don't own any real estate. It's fairly clear at this juncture that Facebook's master plan was to lull us into a false sense of security by allowing us to build all of those 'free' fan pages - where the endgame was at some point in time, to start charging us for all that "back rent." And guess what, that time is now!

No Soup For You Today!

Well, the rooster has come home to roost - and as we all know - they don't make good stock. And while Eat24's grandiose gesture might mean "no soup for you TODAY, Mr. Zuckerberg," I'm sure there are plenty of other Silicon Valley caterers who are more than ready to ladle him up some tasty fixins' 24/7, any day of the week!

Which means all that's left for Eat24 is that ominous "currently unavailable error" message standing alone in the FB desert, where you can almost hear the dust blowing that tumbleweed down the streets of the ghost town that was once their home.