... as a non-profit. Keep it focused on the core reasons people wanted FB to begin with: connecting with family and RL friends (old and new) and a easy way to see what's going on in people's lives. This would be incredibly cheap to build and run. Positioned as a way to combat the evils of facecrook I would donate a large % of my annual charitable spend and I think many others would as well.

I feel that this is the only effective way to counter FBs network effect monopoly.