The story goes that on November 30, 2003, he was asked to write some code for an on-campus dating site called the Harvard Connection. Then on December 7, 2003, Zuckerberg wrote in private communication:

Check this site out: www.harvardconnection.com and then go to harvardconnection.com/datehome.php. Someone is already trying to make a dating site. But they made a mistake haha. They asked me to make it for them. So I’m like delaying it so it won’t be ready until after the facebook thing comes out.

Although it isn’t clear to me that Zuckerberg did not conceive of the “facebook thing” long before his meeting, for somebody who claimed he did not want to work under anybody else, it seems at least curious why he would accept spending time to write code for a similar site. On the other hand, he was skeptical about a straight dating site, designed facebook to be not primarily for dating but something more stealthily innocent (the right call). So it is possible that he was mostly concerned with the timing of the launches of two different sites, rather than their content.

In any case, the real shock is that the whole thing took only two months. The facebook domain was registered on January 11, 2004, and the site launched on February 4, 2004.

At first I wasn’t too impressed with the technology. In terms of conception, popping up content on a page isn’t too much different from what people naturally do by opening tabs or what designers do in more laboriously manual fashion. Sure it looks nicer and saves work, but is that really going to revolutionize the web? Does that befit the ridiculous moniker web 3.0? Of course not. If that’s all there is, it’s a flash in the pan and stupid. But when I realized that server-side embedding is really what they’re doing, I recognized the Trojan potential in this, and I must say it’s a brilliant business move and sets up for potentially much more exciting technologies once they get around to implementing them.

Everybody is trying to sell platform these days, and they do this by taking over your browser and making it merely a passive window, like a television set. If Google, Yahoo, Microsoft, Amazon, or Facebook can just get you to surrender your browser to them by installing one of their “platform” tools, then they’re set. They can leisurely figure out on their end what they can deliver to you, which is: whatever they want. What happens on the server side they can control.

So apture can figure out what they want later. What they need is to hook you to them now, and each company hooks you with something useful, be it search, video, socializing, games, page presentation, or something else. Although I must say if you look at the situation this way, then in this race, the most compelling platforms remain Google and Facebook, whose hooks rise to some level of indispensability.