Can the supremacy of Facebook, as the world's biggest social network rapidly heading towards 500 million users, ever be truly challenged at this stage?
Last month at F8, its developer conference, the company made a bid to put itself right at the centre of everyone's web experience by exploiting the social graph - that is all your friends, family and colleagues that you connect with through Facebook.
It is those blips in an otherwise meteoric rise that could be regarded as its Achilles heel.
At least that is the view of one mathematician and three computer science students from NYU who are launching what has been dubbed an anti-Facebook project.
Maxwell Salzberg, Daniel Grippi, Raphael Sofaer and Ilya Zhitomirskiy are the brains behind Diaspora which they describe as "the privacy aware, personally controlled, do-it-all distributed open source social network".
In essence they want to restore the control of a users' online identity back to them.
Diaspora's website quotes the professor as saying, "as more and more of our lives and identities become digitized...the convenience of putting all of our information in the hands of companies on 'the cloud' is training us to casually sacrifice our privacy and fragment our online identities".
"As long as your data is being held by someone else, not only can you not control what they are doing with it right now but you can't control it in years to come," said Raphael Sofaer.
Colleague Max Salzberg said they don't necessarily have Facebook in its crosshairs and are motivated by doing something for the greater good.
"This is not just about Facebook. Facebook is not what we are going after. We are going after the idea there are all these centralised services where people are giving up their personal information. We want to put users back in control of what they share.
"Diapsora is an anti-network. We are not planning on having big servers that store everyone's information. They will all be individually owned and operated so people can really say they have full control over their information."
Fellow student Ilya Zhitomirskiy weighed in.
"We want to encourage people to share, giving them a platform that where being public is not the default position and people opt in not opt out."
So how will it work? Well the boys still have to build it and to that end have launched a fund raising campaign to get $10,000 together so they can all code over the summer.
Those efforts have exceeded expectations and to date 798 people have contributed $24,950 and counting through Kickstarter.
Having all these people put down real money to invest in their idea is said Max "extraordinary".
"It says that honestly over 700 people have given us money for something that is just an idea, something we can make, we are confident we can and at the end of the three months we are proposing a solid developer release.
"We don't have any illusions that we are going to destroy Facebook in three months. We are going to create this engine or this platform and let other developers add to it. This is proof that people are scared and they don't have anywhere else to go."
Diaspora comes along at a very interesting point in this space given that there is something of a backlash going on as people explore how to delete their Facebook profile.
Read Write Web's Marshall Kirkpatrick reports that, "Google Suggest, the drop-down box that offers suggested search query completions based on absolute and recent upticks of popularity, now guesses that if you start typing 'How do I...' that you'd like to know how to quit Facebook".
And Alison Diana at InformationWeek.com reported that "the phrase "how to quit Facebook" generated 16.9 million results in a Google search Tuesday morning, while "how do I delete my Facebook account?" resulted in 15.9 million links".