Facebook is taking its standalone app strategy to an extreme new level on Wednesday. It’s starting to notify users they’ll no longer be able to send and receive messages in Facebook for iOS and Android, and will instead have to download Facebook Messenger to chat on mobile. In an on stage talk I did with Mark Zuckerberg in November, the EO revealed an explanation for today’s change that Facebook’s PR team referred me to: “the other thing that we’re doing with Messenger is making it so once you have the standalone Messenger app, we are actually taking messaging out of the main Facebook app. And the reason why we’re doing that is we found that having it as a second-class thing inside the Facebook app makes it so there’s more friction to replying to messages, so we would rather have people be using a more focused experience for that.”