Meta's Muse makes it a stronger business by raising switching costs: an AI agent that knows a user's inbox, calendar and habits is far harder to leave than a feed. Muse, the No. 1 free iPhone app, books, shops and schedules, and Meta can promote it to billions through apps they already use, giving its $130-145B capex a clear consumer purpose. Risks include trust after an $18B settlement, agent running costs and OpenAI; weak engagement or rising cost per user would change the view. x.com x.com x.com x.com x.comÂ