Facebook’s biggest challenge: Too many people like it

People have gotten used to how the social network works. And that’s a problem when the company releases new products.

More than 1 billion people across the planet know what Facebook is all about — how to use it, when to use it, what it’s good for. It’s the type of familiarity most companies dream of — when your service becomes second nature, the way Googling has become for search.

All good, right? Not so fast.

As Facebook rolls out new products — something it’s done a lot of in the past year — it’s meeting resistance. Or indifference. At least that’s the way it seems, based on the small bits of information we can get from Facebook or those who watch what goes on across the network. Trouble is, people get used to certain things and, at the risk of sounding trite, making them change their ways is hard.