Businesses like Facebook, Google, Amazon, LinkedIn etc. are not a great user experience reference.
Some bits of the products they build really are great, but just a fraction, really.
The companies I mention have good business models. UX is not why they are great.
Also, being monopolies, they tend to slow down the growth over time, fear the change and slowly corrode.
These new kids on the block are the ones you want to look up to. They came a long and hard way of building stuff that has to be better than Facebook, Google+, Amazon. They try harder. And so should you.