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I do suspect the Facebook phone is bombing, and I'm not surprised. The mobile device market is tough to crack. Not sure it has any larger meaning regarding branded hardware.
As far as what people are willing to surrender to one company, keep an eye on Google. It wants you to use its search, YouTube, Google+, Gmail, Google Apps and a bunch of other things. Further, Google is really good at making it very easy for you to stay on its platform. Some people can't resist that convenience.