A lot of these apps have a vast proportion of customers who use their services for free. Indeed, they can be monetized with advertizing, but if Arknet has a greater proportion of customers who pay to use (be visible), that approach has to be accounted differently.
Also, another difference here is the barriers to entry, in particular the patents and the head-start. WhatsApp and Facebook have substitutes out there; Arknet doesn't and may not for a while in patent-protected descriptive geolocated AR. Their head-start may also lead to more applications (verticals) and more patents, further populating their minefield.
That said, I agree that we need to pump the brakes for now.
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