It is a business model issue, and control of a platform.

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According to Heisner, "we are choosing a business model that gives us more control over how our products are positioned".

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Of course today, Facebook has lost some of its luster as it grapples to control user behaviors migrating to mobile, a massive disruption to its business model.

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Because the new operations are based on a "peer to peer" business model, "issues can arise that are out of your control, " says the 25-year-old Mr. Smith, who launched SpotHero in July 2011 as a driveway-sharing service for the Chicago market, but has since shifted its focus.

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