Success Quote by Mark Zuckerberg

The slip in Zuckerberg's syntax is the tell: "cross all of them" reads like a half-finished thought, but it captures a finished strategy. He isn't pitching a product. He's declaring a posture. Platforms are things you join; being "across" them is something you become - ambient, infrastructural, hard to opt out of. In that framing, competition stops looking like a street fight and starts looking like weather.

The intent is defensive and expansionist at once. Calling a rival a "platform" makes it sound bounded: an app, a site, a place you visit. Claiming to be cross-platform recasts Meta as connective tissue: identity, social graph, messaging, ads, login, and now AI tooling that can travel wherever attention goes. It's less "come here" than "we'll meet you there", which is exactly how you outlast the churn of new interfaces and new devices.

The subtext is about power without the optics of monopoly. "Platform" implies gatekeeping; "cross" implies interoperability, user convenience, even openness. It flatters developers and reassures regulators while still pursuing the same prize: control over distribution and data flows. If you're everywhere, you don't need to own every surface - you just need to own the rails underneath.

The context is the post-mobile era, when apps replaced websites as kingdoms and Apple and Google controlled the borders. Zuckerberg's answer is to make Meta less dependent on any single gatekeeper by spreading its services, ad stack, and identity layer across ecosystems. It isn't a vision of the internet as a town square; it's a vision of Meta as the plumbing.