@HughJanus @cyrusg On the revenue front, it's worth noting that all of Meta's social media apps basically share the same ad platform.

Every business that advertises on Facebook or Instagram (and there are many) already uses that ad platform.

I think a lot of social media marketing managers are waking up one morning discovering there's a new checkbox that's suddenly appeared in their Meta for Business ad campaigns.

Along with being able to select their ads appearing on Facebook or Insta, there's now a checkbox that says "Threads".

And, knowing Meta, it's on by default.

If the ad manager doesn't notice it, boom, their brand's ads are now appearing on Threads.

Given how much fashion brands love Instagram, my guess is that there's a lot of shoes and handbags being offered on Threads.

On the other side of the coin, given the number of brands that have abandoned Twitter, I can see how Threads could very quickly win the battle for ad dollars.