I think that most of people of HN have friend groups which are wildly unrepresentative of world population at large. We're talking not even an average US or European citizen here - we're talking 1+ billion. People from developing countries who very often access internet only from a smartphone (they don't own a computer) and who almost don't visit plain http websites outside of the few social apps.
It's an inner-platform effect, certainly, but not one FB asked for. If they were allowed by the app-stores to factor their app into separate "plugins" that were auto-installed when a friend used them in a chat, the way iMessage does, they'd probably do that. But they're not allowed to have their own seamless plugin ecosystem, so into the monolith everything goes.
No, they specifically used Messenger as a way of pushing all of those different things on its massive install-base. Anything that distances them from the user in any way would compromise on that objective.
Facebook and all the rest benefit from developing closed ecosystems that others can't benefit from. It's not a coincidence that their systems are systems-within-systems.
To be fair, this is part of the problem ^