Facebook wants you and me to spend as much time as possible within Facebook. So they’ve made deals to bring as much content as possible to Facebook, rather than to distribute Facebook’s connective tissue throughout the web. Only one of those approaches would have made the world more open. But the one they’ve chosen simply rebuilds the world within Facebook. They are re-making the world within their walls, and closing it off to anyone without a username and password. That’s their prerogative — and really, there’s nothing particularly wrong with that, hubris notwithstanding — but it’s not what they say they’re doing. They are not making the world more open.