Obligatory XKCD:https://xkcd.com/927/

I fail to see what a new protocol would bring to the equation. I see it more as a human behaviour issue, network effect, worse is better etc etc.

My grandma uses Facebook because someone taught her how, she doesn't have the capability to explore technology on her own. That honestly goes for most people, they treat their computer as necessary for getting along in modern society and nothing more.

Facebook is the internet.