In effect, what Facebook has done with Instant Articles is eerily similar to what Amazon did with Amazon Web Services. Prior to AWS, startup costs were so high as to create a significant barrier to entry for most new enterprises. Value accrued to the large companies that could leverage their scale to build new businesses. With AWS, new startups were able to compete with a fraction of the initial capital and infrastructure previously required. Now Facebook has broadly done the same thing to media.
Source: The Facebook papers pt 3: Facebook pulls a page from the Amazon playbook – Recode