The FTC may take action after a number of high-profile incidents of startups being gutted from within. Some high-profile acquisitions take out a rising competitor, such as Facebook’s acquisition of FriendFeed in 2009, some immediately expand a business’s suite of offerings, such as Salesforce’s 2020 purchase of Slack, and some may morph into an unrecognizable asset, like Amazon’s 1999 purchase of Alexa Internet, then a web traffic-tracking website. (The first Amazon Echo marking Alexa’s debut would launch in 2014.)