It’s funny, Meta went from having my Instagram and WhatsApp data to now having access to my email, calendar, DoorDash, Amazon and pretty much everything. In the last 24 hours, it bought me socks, ordered my Whole Foods groceries, booked a cleaning service and got me a burger for dinner. Meta’s last disclosed North American Facebook ARPU was around $227/year, largely from ads. I suspect it can push that number significantly higher now that it understands not only what I look at, but what I need, what I buy and what I’m planning to do. Also the much bigger opportunity might be becoming the aggregation layer between me and the entire internet. If Meta can take even a tiny percentage of the commerce it facilitates, or of the money it saves me, this could become enormous! It already saved me $200 by canceling subscriptions and services I no longer needed. This feels much bigger than better ad targeting. Ads are useful but giving me money back is better imo. One additional thought: the agent is increasingly making the decisions for me. I knew nothing about that burger place. The agent researched it, told me which burger I should order, and I just said “okay” without giving it much more thought. Agents are becoming the decision makers in both B2C and B2B. Increasingly, every business will be selling not just to humans, but to their agents. Everything becomes B2A: business to agents.

— Nicolas Bustamante (@nicbstme) 2026年9月20日