This is not for people who think they have the next Facebook.
Instead this is for people who want a website with a few or several social components.
This includes Facebook (and other network) connections and plugins. It also includes websites with user accounts, profile pages, friend lists, the ability to follow other users, and functions allowing users to cross post messages on Twitter and other sites.
If you have a website that is more of a community than a storefront, this is the option you want.