The features don't really matter here IMO; where does the PA function live? Whoever runs it sees intent streams. If that goes to a startup then the planning, coordination etc.. is ad free. I don't think Meta wants to live in that world.

Travel is such a huge play here because its inherently social; so "^n viral loop where N is travelers; odds are most will have some meta app so possibly lower friction here too.

Amplified an order of magnitude for the e-mail piece given how badly Meta would like to have google's g-mail data.

Either way, interesting play IMO.

Some more discussion: https://news.ycombinator.com/item?id=49615537