A really interesting post to kick off 2016 (even if it was posted on December 30th, 2015).
People read the web now at the level they read email — they look at a lot of stuff. And what they want (and what many people continue to shame them for) is a standard interface that allows them to do that without feeling stressed.
You want to win against Facebook? Let go of the idea of people reading your stuff on your site, and develop or support interfaces that put your readers in control of how they view the web instead of giving the control to the people with the servers.
Source: Why Facebook Won, and Other Hard Truths (Hapgood)