"We can't have a monopoly, can we?"
There isn't though. We have:
GoG (Galaxy client is optional)
Battle.net
Bathesda.net
Uplay
Origin
Steam
Win 10 store
Likely more clients out there, but there definitely isn't a monopoly. If you want to cite Steam as one then I simply ask as to why the competition hasn't bothered to take on and open their gates to all those games that land on Steam. Valve aren't like Sony or MS in terms of tossing millions to lure people onto their systems, they just leave the gates open and ask for a bit in return, The competition like Origin and co don't have their gates open unless they strictly own or publish said IP's. The competition, including FB, should take Steam's approach and open their gates to all the games, rather than ones they own or publish.
As for their client and their slogan, all I can do is let my sides fall apart.
They have no chance against the rest of the competition unless they take the hardcore seriously. Sure they can win over the casual Farmville crowd (not like it's super hard to earn that crowd at all), but I don't see them taking the millions that game on Steam along with Origin, GoG and battle.net,
Mankind, in its arrogance and self-delusion, must believe they are the mirrors to God in both their image and their power. If something shatters that mirror, then it must be totally destroyed.
