Google hopes that this openness will encourage the wide adoption of the Wave protocols, while also ensuring that the Waveplatform does not become fossilised and unable to move with the times, as happened to e-mail.
Privately, senior executives at Facebook worry more about the growth of Android than they do Google's overt social endeavors, like the failed Google Wave communications platform or the Twitter-like Google Buzz (which doesn't have much).
In 2012, brands are afforded options, which means more strategy and research are required before firing off campaigns on every new platform that makes a wave.