Of all the big momentum shifters in tech, Apple has been the most deliberate and as a result has suffered the fewest faceplants. True, Apple TV never gained the cult following of other MacInJobs masterworks, possibly because Jobs himself never seemed all that excited about it. But Apple has never sought to be everything to everybody or to play the volume game. It has done quite well marketing pricier products to the digital elite -- or people who aspired to be the digital elite through the act of buying Apple products. It's a neat trick, if you can pull it off.

And now Facebook, which wants to be your social network, your photo and video sharing conduit, your search engine, your recommendations machine, your geolocator, your coupon distributor, and (apparently) your email service. This may well be its jump-the-cartilaginous-killer-fish moment.

When you try to be all things to all people, you risk being nothing to no one. I think I saw that on a fortune cookie somewhere.

Is Facebook getting sharky? If so, should we start calling it Fishbook? E-mail me: .