Unbundling apps - 'The Race of The Apps' era

Facebook seems to be taking this approach to it's single app in it's attempt to split into multiple sections and apps.

"But that doesn’t mean that unbundling is the cure-all for every mobile experience. An article on Business Insider last week half-jokingly suggested that Twitter would be a better service if it split itself into 10 different apps — including specialized ones for video, news and sports. While Twitter does pack plenty of service into one app, excessive unbundling won’t fix that experience, and breaking down apps for the sake of doing so ignores the risks that come with the practice."

From GigaOm

We're in 'The Race of The Apps' era. A blind chase ongoing (with customers largely oblivious to this all bar the frustration of having to get a new app whenever one of their friends finds a new/cool/hip app to communicate on) as companies compete for hearts and minds and overall control of communication as we know it. Efforts to pull everything into one single app have now been usurped by the goal to split everything into individual sections (Facebook breaking Messenger out as the one significant example).

My question: where will they generate income to pay for these services? And is there enough money in app install adverts to sustain it all?!