Is facebook confused or genius?

Facebook has struggled to innovate. At this particular time, their strategy appears to be to buy their way into innovation. Recent acquisitions like whatsapp and others strengthens this argument.

In a recent keynote speech, the company indicated that in the future there will be less “in your face” branding by facebook, and that their products/services will splinter off into more specific orientated offerings.  Many of these will never have the facebook branding.

So, are they doing this because they foresee the eventual erosion of their brand. The eventuality of it becoming less “cool” then it is today – circa myspace.  With an unbranded offering they can continue with their growth model without any brand social stigma.

Are they on the right path?