"I guess there is the big avenue of people who just want to make a group with their friends, or with other florists" And that's two markets: One that's social and one that's commercial, no matter how small. The social ones have gotten used to the idea that social media should be free, but they also like it to be free of advertising as well. Blue Sky's trying to make that work, but I've not noticed how they expect to do it. I can imagine a social media that marries the social and the commercial successfully though. It'd be one where users know which space they're in and neither side bleeds into the other. And the sellers in the commercial side are charged to be there and those charges pay for both the social and commercial side of things. Maybe relays should be in pairs - one social and one commercial?